A comparative study of value creation in online brand communities
This study investigated globalization and localization impacts on value creation in two online forums of high-tech products. Currently, few comparative studies have been conducted to understand the localization impact, especially for globalized high-tech products, such as iPhones. This study applied a Netnography of everythingiCafe and weiphone.com iPhone forums and explored four values, functional, social, entertainment, and cultural, created respectively in both forums. Furthermore, this study investigated similarities, differences as well as some unique elements reflecting the local consumption context of each value. Findings in this thesis are beneficial to the academic community as they take diverse local consumption cultures into account and offer an extended conceptual understanding of online brand communities. This study also offers implications for companies and marketers in creating marketing strategies.