HOME!ASSIGNMENTS,!PROJECT!REPORTS,!SYNOPSES!! …pure.au.dk/portal/files/86447586/201208536_BA_Thesis_W.O...A Case Story of Oreo Social Media based brand communities: BA thesis by

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PRESCRIBED!FRONT!PAGE!!

HOME!ASSIGNMENTS,!PROJECT!REPORTS,!SYNOPSES!!WITHOUT!ORAL!DEFENCE!

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Department!of!Business!Communication!!

STUDENT!NUMBER!201208536(

STUDENT!EXAM!NUMBER!526697(

COURSE/EXAM!TITLE!Bachelor(thesis((

EXAM!ACTIVITY!NUMBER!4120510073(

NAME!OF!SUPERVISOR! Chiara(Valentini(

NUMBER!OF!

CHARACTERS!!(EXCLUSIVE(BLANKS)(

Abstract:(4.387(

Thesis:(54.981(

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A Case Story of Oreo

Social Media based brand communities:

BA thesis by Louise Skjøtt, 5 May 2015

BA in Marketing and Management Communication

Supervisor: Chiara Valentini!

Department of Business Communication AarhusUniversity, School of Business and Social Sciences

Student number: 201208536 Exam number: 526697

Total number of characters:4.387 (Abstract) 54.981 (Thesis)

Social(Media(based(Brand(Communities:(A(case(study(of(Oreo(Louise(Skjøtt(–(526697(( ( ( May(2015((

BA(in(Marketing(and(Management(Communication( (Aarhus(University,(School(of(Business(and(Social(Sciences(

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Abstract!

In( today’s(world,(marketing(researchers(and(managers(must( take(social(media( into(account,(when( strategically( considering( the( promotion( mix( and( thus( use( social( media( as( a( new(communication(paradigm(in(the(integrated(marketing(communication(strategy((Mangold(and(Faulds(2009).(A(way(for(companies(and(brands(to(utilise(the(dimensions(of(social(media(is(by(building(brand(communities.(Social(media( is( found(to(be(a(significant(venue(for(relationship(building;( hence( it( is( inimitable( in( its( form( and( very( suitable( for( establishing( brand(communities.( Both( customerînitiated( and( firm^managed( brand( communities( are( found( in(social(media(and(both(have(advantages.(This(thesis(merely(puts(emphasis(on(the(latter.((

A( firm^managed(brand(community( is(beneficial( for( the(brand,(as( it( functions(as(a(venue( for(brand(admires( and( they(have( the(potential( to(become( living(advertising( space(according( to(Wragg(2004(cited( in(Meister(2012).(Hence,(when(a(brand(communicates(via( the(customers’(voices,( it( enhances( trustworthiness( of( the(brand.(A( trustworthiness,(which( is( difficult( to( be(establish(and(enhance(in(the(other(elements(of(the(promotion(mix.(Moreover(successful(firm^managed( brand( communities( are( also( beneficial( for( the( members( of( the( community,( the(customers,(as( they(are(given(a(sense(of(belonging(and(potentially(provided(with(a( feeling(of(empowerment,(when(being(part(of(community.((

This(thesis(is(a(case(study(of(Oreo(and(it(seeks(to(answer(the(overall(problem(statement:(“How(do( members( of( Oreo’s( firm^managed( social( media( page( interact( and( does( the( online(interaction(reflect(characteristics(of(a(brand(community?”.(Oreo(is(chosen(as(case(study(due(to(its( categorisation( as( being( a( fast^moving( consumer( goods( (FMCG)( brand( signifying( lowînvolvement(from(the(customers.(Despite(of(this,(the(brand(has(nearly(40(million(fans(on(its(Facebook( page( suggesting( that( it( could( be( a( social( media( based( brand( community(encompassing( highly( involved( customers.( In( order( to( explore( this( matter( further,( two(research( questions( are( put( forward:( 1.( “Is( Oreo’s( FB( page( related( to( the( concept( of( “brand(community”( and( does( it( represent( brand( community( characteristics( and( benefits?( If( so,( in(which( ways?”( and( 2.( “Are( the( dimensions( of( SM( based( brand( communities( evident,( when(analysing(Oreo’s(FB(group?(If(so,(how(do(they(impact(Oreo’s(brand(community?”.((

In(the(investigation(of(the(research(questions,(this(thesis(combines(theories(within(the(field(of(marketing( to( work( as( foundation( for( further( analysis.( The( fist( part( of( the( theoretical(framework( presents( the( characteristics( of( what( makes( a( brand( community( unique( in( its(format.(Second(part(puts(emphasis(on(the(benefits(and(outcomes(for(joining(and(participating(in( brand( communities,( while( the( third( part( looks( at( social( media( as( an( environment( for(building( brand( communities.( The( thesis( takes( a( qualitative( approach( in( collecting( and(analysing(data(and(hence,(it(seeks(to(interpret(the(interaction(found(on(Oreo’s(facebook(page.(The( empirical( data( is( obtained( trough( netnographic( observations,( as( it( is( argued( that( this(method( is( highly( suitable( for( examining( communication( found( in( online( communities((Kozinets( 2010).( A( combination( of( a( netnographic( and( a( content( analysis( is( suggested( as( a(



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useful( tool( for( analysing( the( empirical( data,( as( there( seems( to( be( an( evident( correlation(between(the(two(methods.(The(analysis(takes(point(of(departure(in(the(theoretical(framework,(functioning( as( conceptual( framework( and( it( seeks( to( interpret( and( categorise( the( data(according(to(this(framework,(useful(for(answering(the(overall(problem(statement.(((

The( key( findings( show( that( Oreo’s( facebook( page( represents( some( characteristics( of( what(constitutes( a(brand( community.(However( the(marker(of( shared( consciousness( is(difficult( to(identify,(due(to(a(lack(of(verbal(communication(on(the(page,(both(between(the(customers(and(the( customers( and( the( brand.( This( means( that( by( using( Facebook( as( venue( for( the( brand(communities,(exploiting(its(many(unique(dimensions,(there(are(found(to(be(some(implications(concerning(the(explicitly(of(a(connectedness(feeling.(The(markers(of(traditions(and(rituals(and(moral(responsibility(are(however(evident,(indicating(that(the(facebook(page(can(function(as(a(brand( community.( It( is( moreover( found( that( Oreo( and(marketers( of( Oreo( do( not( take( full(advantages( of( the( brand( community,( while( neither( Oreo( nor( marketers( seem( to( interact(further( with( the( customers.( This( untapped( potential( is( arguably( connected( to( the(categorisation(as(FMCG(brand.(The(key(findings(suggest(that(by(tapping(into(social(media(as(venue( for(a( firm^managed(brand(community,( there(do(seem(to(be(some( implications,(which(the(brand(must(consider.((((

Based(on(the(findings,(this(thesis(suggests(that(further(research(must(be(conducted(in(order(to(gain(a(wider( insight( in( the(concept(of( social(media(based(brand(communities,(especially( for(FMCG(brands.(Thus,(this(thesis(serves(as(elaborative(and(provides(the(reader(with(an(opening(understanding(of(Oreo’s(Facebook(and(functions(as(base(for(further(research.(

Key! words:! Integrated( Marketing( Communication( –( Brand( Community( –( Social( Media( –(Facebook(–(Customer(Centric(Model(–(Consumer(Engagement(–(Netnography(–(Oreo((

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Table!of!Contents!

1.( Introduction!........................................................................................................................................!6(

Problem(statement(and(research(questions(..................................................................................................(6(

Contribution(to(research(field(..............................................................................................................................(7(

Delimitations(...............................................................................................................................................................(7(

2.( Theoretical!framework!...................................................................................................................!7(

Brand(communities(..................................................................................................................................................(7(

2.1.1( Defining(brand(communities(............................................................................................................(7(

2.1.2( Characteristics(of(the(concept(“brand(community”(................................................................(8(

Outcomes(for(engaging(in(online(brand(communities(..............................................................................(9(

SM(based(brand(communities(...........................................................................................................................(11(

3.( Methodology!.....................................................................................................................................!13(

Theory(of(science(....................................................................................................................................................(13(

Research(approach(.................................................................................................................................................(13(

Sample(.........................................................................................................................................................................(14(

Netnography(.............................................................................................................................................................(15(

3.1.1( Data(collection(.....................................................................................................................................(15(

3.1.2( Netnographic(content(analysis(.....................................................................................................(16(

3.1.3( Implications(..........................................................................................................................................(17(

3.1.4( Ethical(considerations(......................................................................................................................(17(

4.( Findings!.............................................................................................................................................!18(

Brand(community(characteristics(...................................................................................................................(18(

Brand(community(benefits(.................................................................................................................................(22(

Dimensions(of(SM(based(brand(communities(............................................................................................(23(

5.( Discussion!.........................................................................................................................................!24(



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6.( Conclusion!.........................................................................................................................................!26(

6.1( Recommendations(for(further(research(............................................................................................(26(

7.( Reference!list!...................................................................................................................................!28(

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Appendices!

Appendix(I(–(Key(relationships(of(brand(communities(

Appendix(II(–(Consumer(engagement(in(a(virtual(brand(community(

Appendix(III(–(A(new(paradigm(in(branding(strategy((

Appendix(IV(–(Comparison(of(Oreo’s(SM(platforms(

Appendix(V(–(“Pure”(ethnography(vs.(“pure”(netnography((

Appendix(VI(–(Categorisation(of(brand(community(members((

Appendix(VII(–(Conceptual(framework(

Appendix(VIII(–(Netnographic(data(–(Direct(observations(

(

( (



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1. Introduction!

We(live(in(the(age(of(social(media((SM).(People(use(more(than(one(third(of(their(waking(day(scrolling(trough(content(on(SM((Lang(2010).(The(SM(platform,(Facebook(((FB)(has(alone(over(800(million(active(users(and( the(platform(allows( like^minded(people( to( join( in(groups(or( to(like( pages,( in(which( they( can( discuss( their( common( interests.( Hence,( SM( is( found( to( be( an(interesting( venue( for( building(brand( communities.( Either( these( communities( are( customerînitiated(or(initiated(by(the(brand,(making(them(firm^managed.(This(research(deals(with(the(latter.((

Firm^managed( brand( communities( are( used( as( communication( tool,( relevant( for( not( only(highînvolvement( products,( but( also( fast^moving( consumer( good( (FMCG)( brands,( since( the(social( phenomenon( prompts( many( benefits( for( both( customers( and( for( the( brand( itself.(Meister((2012)(argues(that(by(successfully(establishing(a(brand(community,(FMCG^brands(can(increase(the(level(of(involvement.(However,(so(far(there(is(limited(research(within(the(field(of(FMCG(communities(and(whether(they(relate(to(the(general(brand(community(concept(and(its(characteristics( and( benefits,( and( therefore( this( thesis( seeks( to( elaborate( further( on( this( by(doing(a(case(study.((

This(thesis(presents(a(case(story(of(the(cookie^brand(Oreo,(which(despite(of(being(an(FMCG^brand( has( 39.9( million( “liking”( and( following( customers( on( FB.( Such( a( large( number( of(customers( is( argued( to( signify( rather( high( customerînvolvement,( though( the( FMCG(categorisation( generally( indicates( lowînvolvement( (Laurent( and( Caperer( 1985( cited( in(Meister(2012:4).(Hence,(Oreo’s(FB(page(is( interesting(to(dig(deeper( into( in(order(to(find(out(whether(it(can(be(identified(as(a(brand(community(or(not.((

Problem!statement!and!research!questions!

Based(on(the(above,(this(thesis(seeks(to(elaborate(on(the(concept(of(user(engagement(in(the(context(of(firm^managed(online(brand(communities(by(examining(the(following:(

• How( do(members( of( Oreo’s( firm^managed( SM( page( interact( and( does( the( online(interaction(reflect(characteristics(of(a(brand(community?((

In(order(to(analyse(this(matter(further(and(hereby(answer(the(proposed(problem(statement(two(key(research(questions(must(be(taken(into(consideration:(

1. Is(Oreo’s(FB(page(related(to(the(concept(of(“brand(community”(and(does(it(represent(brand(community(characteristics(and(benefits?(If(so,(in(which(ways?(

2. Are( the( dimensions( of( SM(based(brand( communities( evident,(when( analysing(Oreo’s( FB(group?(If(so,(how(do(they(impact(Oreo’s(brand(community?(

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Contribution!to!research!field!

In( previous( studies( about( brand( communities( there( has( been( a( predominantly( tendency( to(focus(on(highînvolvement(products,(whereas(this(thesis(seeks(to(shine(a(torch(at(the(FMCG^brands(in(order(to(see(if(there(is(a(difference(between(the(findings.(Moreover(it(focuses(on(a(relatively(understudied(phenomenon(of( SM(based(brand( communities,( providing(marketers(with(new,(applicable(knowledge.((((

Delimitations!

While( this( thesis( merely( seeks( to( explore( the( social( phenomenon( of( brand( communities,(rather( than( providing( a( concluding( truth,( the( communication( found( on( Oreo’s( FB( page( is(considered( sufficient( empirical( data( for( constructing( an( analysis.( However,( it( is( recognised(that( this( platform( is( part( of( a( bigger( SM( plan.( Hence,( the( thesis( strives( not( to( be(representational,(comparable(or(measurable,(but(it(aims(to(provide(the(reader(with(a(new(and(qualitative( insight( into( the(main(research(questions,(operating(as(an(elaboration( for( further(research( to( be( conducted.( It( is( argued( that( due( to( this( delimitation,( the( thesis(maintains( a(narrow(and(clear(focus(throughout.(

2. Theoretical!framework!

This( chapter( presents( several( theoretical( concepts( in( order( to( clarify( how( research( from(different(fields(within(marketing(can(be(connected,(and(hence(work(as(a(solid(foundation(for(analysing( findings( found( later( in( the( thesis.( The( section( is( divided( into( three( subsections,(which(each(contributes(to(the(overall(conceptual(framework.(

Brand!communities!

This( first( subsection( seeks( to( provide( a( critical( understanding( of( what( makes( a( brand(community(unique(in(its(format(and(thus(provide(evidence(on(the(characteristics(that(define(“brand(community”(as(a(social(phenomenon.((

2.1.1 Defining!brand!communities!!

The(idea(of(building(brand(communities(has(emerged(over(time(and(the(predominately(used(definition( is( the( one( offered( by( Muniz( and( O’Guinn( (2001:412),( who( define( brand(communities( as( being( “specialised,( non^geographical( bound( communities( based( on( a(structured( set( of( social( relations( among( admires( of( a( brand”.( Many( scholars( rely( on( this(definition(when(exploring(the(topic(of(brand(communities((Habibi,(Laroche(and(Richard(2014;(Zhang( et( al.( 2015( and( Meister( 2012),( yet( in( most( cases( the( scholars( also( tend( to( make( a(definition( more( related( to( their( specific( study.( Meister( (2012:34)( argues( that( a( brand(community( is( “a( social( network( initiated( by( a( company( around( its( brand.( It( allows( brandînterested( customers( to( interact( and( exchange( information(with( other( customers,(with( the(brand,( and( with( the( brandôwning( company”.( Meister( (2012)( too( implies( that( brand(communities(are(specialised( in( the(sense( that(only(brandînterested(customers(will( interact(



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and(exchange( information,(making( the(branded(good(the(centre.(However(she(differs( in(her(definition,( in( stating( that( companies( only( initiate( such( brand( communities,( excluding( the(possibility( of( customerînitiated( communities.(This( thesis(will,( like(Meister( (2012)( focus(on(firm^managed( brand( communities,( however( literature( on( brand( communities( in( general( is(found( useful( for( creating( a( solid( theoretical( base.( This( relies( on( the( argument( that( limited(literature( takes(point( of( departure( in(only( firm^managed(brand( communities.( It( is( assumed(that( this( thesis(will( put( forward( some( fundamental( differences( between( customerînitiated(brand(communities(and(firm^managed(brand(communities,(which(will(be(discussed(further(in(the(thesis(in(order(to(answer(the(overall(problem(statement.((

2.1.2 Characteristics!of!the!concept!“brand!community”!

Muniz( and( O’Guinn( (2001)( argue( too( that( brand( communities( in( general( encompass( three(main( components,( making( the( communities( inimitable( in( their( format.( According( to( the(authors( (Muniz( and( O’Guinn( 2001:( 412)( a( brand( community( is( marked( by( shared(consciousness,( rituals( and( traditions( and( a( sense( of( moral( responsibility.( ( Shared(consciousness( refers( to( intrinsic( and( implied( feelings( of( being( interconnected(based(on( the(same(context,(in(this(case(the(same(brand.(It(is(argued(by(the(authors(to(be(the(most(important(element(of(the(three(indicators,(while(it(reflects(the(overall(connectedness(to(the(brand(and(its(community.(Casaló,(Flaviána(and(Guinalíu((2007:124)(argue(that(the(marker(is(determined(by(legitimisation,( which( is( “the( process( of( establishing( a( difference( between( true( and( false(members”.( The( second(marker,( rituals( and( traditions,( is( rather( seen( as( an( extension( of( the(community’s(shared(consciousness.(This( is(evident,(as(rituals(and(traditions,(as(a(marker,( is(the(symbolic(way(of(communicating(the(connotation(of( the(community.(Habibi,(Laroche(and(Richard((2014:124)(argue(that(this(marker(“perpetuates(meanings(and(cultural(norms(of(the(community”( and( thereby( the( authors( support( the( idea( of( the( component( functioning( as( an(extension.( According( to( Casaló,( Flaviána( and( Guinalíu( (2007:21)( rituals( and( traditions( are(helpful(in(transmitting(the(meaning(of(the(community(to(existing(members(or(prospects.(Often(shared(rituals(and(traditions(seek(to(built(on(the(history(of(the(brand(by(sharing(brand(related(stories( and( using( a( specific( language( or( jargon( within( the( community.( Last( and( third(component(of(what(characterises(a(brand(community( is( the(sense(of(moral(responsibility.( It(can(be(seen(as(a(duty(or(an(obligation(to(the(brand(and(it(community.(Hence,(in(cases(of(threat(of(the(brand,(moral(responsibility(is(used(on(order(to(obtain(collective(action.((

In(order( to(gain(a( critical(understanding(of( the( concept,( the( thesis(will( furthermore( rely(on(theory(presented(by(McAlexander,(Schouten(and(Koenig((2002),(as(it(can(be(seen(as(addition(to(the(existing(theory.((

According(to(Muniz(and(O’Guinn((2001)(brand(communities(comprise(a(triad(of(customer(to(customer,( brand( to( customer,( and( customer( to( brand( relationships.( Yet,( instead( of( solely(focusing(on(these(three(relationships,(McAlexander,(Schouten(and(Koenig((2002:39)(state(that(brand(communities(are(customer^centric.(The(authors(argue(that(a(mere(emphasis(on(social(



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relationships(among(consumers(is(“correct(by(not(entirely(complete”.(Instead(they(present(the(concept( of( brand( communities( as( a( construction( of( several( entities( and( relationships,( thus(depicting( an( extension( in( understanding( the( concept.( These( relationships( include( those(between(customers(and(the(brand,(customer(and(the(marketer,(customer(and(the(product(in(use( and( the( relationship( with( fellow( members( of( the( community.( Evidently,( there( is( a(difference(in(the(view(of(“brand(communities”,(as(it(centres(the(focal(costumer((see(App.(I(for(an(overview).((

In( regards( to( this( thesis,( the( three( indicators( constituting( a( brand( community( (Muniz( and(O’Guinn(2001)( and( the( customer^centric(model( ( (McAlexander,( Schouten(and(Koenig(2002)(will( function( as( solid( theoretical( foundation( for( analysing( findings( later.( In( order( to(substantiate(why(a(brand(community(is(seen(as(an(effective(and(efficient(marketing(tools,(this(thesis(will(put(further(emphasis(on(the(outcomes(for(joining(and(participating.(((

Outcomes!for!engaging!in!online!brand!communities!

This(subsection(seeks(to(provide(insights(in(and(discuss(why(consumers(and(companies(join(and( participate( in( brand( communities,( by( looking( at( their( reasoning( and( outcome( for(engaging.(The(framework(is(merely(built(on(literature(for(online(brand(communities,(as(it(lies(within(the(scope(of(the(thesis.((

One( could( argue( that,( when( looking( at( engagement( in( online( brand( communities,( several(entities(could(be(included.(The(customer^centric(model((see(App.(I,(sec.(2)(suggests(that(there(are( five( interrelationships( that( must( be( taken( into( consideration,( when( constructing( or(analysing(a(brand(community.(Though(this(thesis(utilises(the(model( in(order(to(characterise(such(communities,(it(is(argued(that(in(terms(of(reasoning(for(engagement,(it(is(merely(relevant(and(essential(to(look(at(the(engagement(from(the(perspective(of(the(customer(and(the(brand(or(company,(who(are(managing(the(community.(Hence(in(regards(to(reasoning(for(engaging(in(brand(communities,(this(thesis(will(rely(on(the(triad(presented(by(Muniz(and(O’Guinn((2001).(

This( thesis(moreover(relies(on( the(general(assumption( that( in(order( to(obtain(and(maintain(relationships(between(two(parties,(both(should(recognize(a(certain(gain(or(outcome.((

From( the( customers’( perspective,( Brodie( et( al.( (2011:110)( suggest( that( there( are( certain(triggers(leading(to(the(initial(engagement(in(virtual(brand(communities.(As(seen(in(App.(II,(the(model(states(that(specific(triggers(might(prompt(an(individual(to(join(a(community.(In(regards(to( the( outcomes( and( benefits( for( participating( in( an( online( brand( community,( Brodie( et( al.((2011:105)( argue:( “engaged( consumers( exhibit( enhanced( consumer( loyalty,( satisfaction,(empowerment,( connection,( emotional( bonding,( trust( and( commitment”.( Casaló,( Flavián( and(Guinalíu((2008)(support(part(of(this(argument,(as(they(suggest(that(participation(in(a(virtual(brand( community( has( a( positive( effect( on( the( consumer( commitment( to( the( focal( brand.(Moreover( the( authors( argue( that( a( higher( level( of( commitment( leads( to( a( higher( level( of(



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communication(leading(to(a(higher(level(of(trust((See(App.(III).(From(this,( it( is( found(to(be(a(circular(process(that(yields(after(the(initial(engagement(process.((

Concluding,( it( is(found(that(as(a(result(for(engaging(in(online(brand(communities,(customers(expect( and( demand( that( the( community( offers( something( of( value.( Thus,(when( analysing( a(given(brand(community,(one(must(be(able( to( recognise,(whether(or(not( the( interaction(and(communication(in(the(community(reflect(customer(value,( in(order(to(discuss(if( it(utilises(the(concept(and(platform(efficiently(and(effectively.((

From(the(brand’s(perspective,(it(is(found(that(brand(communities(are(appropriate(venues(for(brand( ambassadors( and( advocates.( Such( ambassadors( have( the( “potential( to( become( living(advertising(space”((Wragg(2004(cited(in(Meister(2012)(and(thus(present(an(enhanced(source(credibility.(Kotler(et(al.((2009)(argue(that(electronic(word(of(mouth((eWOM)(often(has(higher(credibility( than(marketer^created( sources(of( information(on( the( Internet.(Hence,( it( is( found(that(brand(communities(can(be(utilised,(as(a(tool,(in(order(to(establish(higher(trustworthiness,(in( the( sense( that( such( a( community( generates( brand( advocates,( who( produce( eWOM.( This(argument(is(particularly(relevant,(as(it(presents(a(difference(between(sources(of(information(and( enhancement( of( credibility( and( trust,( outlining( a( fundamental( variation( between(customerînitiated(and(firm^managed(brand(communities.(Though(this( thesis(puts(emphasis(on( firm^managed(brand(communities,( it( is( argued( that( in(order( to(make( such( company^run(communities(work(in(an(efficient(manner,(there(must(be(room(for(eWOM.(In(fact,(it(is(assumed(that( by( encouraging( to( eWOM( and( user^generated( content( (UGC)( the( company( and( brand(might( gain(much(more( from( the( brand( community.( UGC( and( eWOM( stimulate( interactivity(between( the( consumers( of( the(brand( (Handley( and(Chapman(2012;(Kotler( et( al.( 2009)( and(Zheng( et( al.( (2015)( argue( that( more( enhanced( interactivity( in( online( brand( communities(improves(brand(loyalty.(This(means(that(in(a(purchase(situation,(a(brand(with(a(strong(online(brand(community(with(lots(of(customer(engagement(might(become(topôf^mind.(In(relation(to(the(case(of(FMCG,(this(argument(is(especially(interesting,(since(the(products(are(often(seen(as(synonyms( for( lowînvolvement( products.( Li( and( Bernoff( (2011:176)( moreover( argue( that(firm^managed(online(communities(should(be(seen(as(a(tool(and(an(opportunity(for(gaining(a(wider(and(better(understanding(of( the(core(customer^group.(By(encouraging(participants(to(share(content,(the(communities(usually(become(rich(in(valuable(content,(which(can(be(used(in(development(and(marketing(of( the(brand.(Also( they(put(emphasis(on( the(dialogueâspect(of(these(communities,(because(it(provides(the(brand(with(an(opportunity(of(collaborating(with(the(customers.(Meister((2012:56)(supports(these(arguments(in(stating:(“customers(organised(in( brand( communities( are( unquestionable( good( source( for( consumer( insights.( They( deliver(value(for(the(marketer(in(terms(of(insights(offered(and(inspiration(for(product(innovation(or(modification”.( Moreover,( it( is( argued( by( Schau,( Muniz( and( Arnold( (2009)( that( brand(community(members( “can(play( the( role(of( support( service(department( (…)(by(helping(each(other(and(fixing(each(other’s(problems(with(the(brand”.(((



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In(addition(to(this(framework,(it(is(evident(that(firm^managed(online(brand(communities(can(influence( the( relationship( between( the( brand( and( the( customer( in( a( positive( way.( Hence,(specific(outcomes(for(the(brand(include(enhanced(credibility(and(brand(loyalty(and(it(provides(the(brand(with(new(marketing(and(branding(opportunities.(In(sum,(the(theories(enhance(one’s(knowledge(of(potential(benefits(of(brand(communities.(Yet(due(to(rapid(change(in(technology,(one( must( also( consider( and( scrutinize( the( new( forms( for( brand( communities,( which( are(evolving( on( SM( platforms,( in( order( to( provide( a( more( profound( understanding( of( present(online(brand(communities.((

SM!based!brand!communities!

This( final( subsection( seeks( to( provide( a( deeper( understanding( of(what(makes( SM(a( unique(environment( for( brand( communities.( Thus,( it( seeks( to( present( evidence( on( how( SM( based(brand(communities(differ(from(other(types(of(brand(communities.(((

According( to( Mangold( and( Faulds( (2009)( SM) is( seen( as( a( new( hybrid( element( in( the(promotion(mix.(The(authors(argue(that(SM(function(as(a(new(communication(paradigm(and(thus(must(be(incorporated(in(the(integrated(marketing(communication((IMC)(strategy.(Zhang(et(al.((2015:82)(support(this(notion(in(stating(that(SM(serves(a(new(medium(for(marketing(and(consumer( engagement,(while( it( provides( customers(with( the( possibility( of( connecting(with(brands(and(other(customers(beyond(the(horizon(of(geography(proximity.(Hence,(it( is(argued(that(SM( is(an( ideal(environment( for(online(brand(communities(and(practitioners(within( the(field( should( take( SM( into( consideration,( if( they( aim( to( establish( firm^managed( brand(communities.(

This(thesis(relies(on(the(argument(that(there(are(“fundamental(overlaps(between(the(concepts(of( SM( and( brand( community”( (Habibi,( Laroche( and( Richard( 2014:125),( since( both(incorporates(the(valuable(aspects(of(“creating”(and(“sharing”(of(meaningful(content.(And(thus,(an(intersection(of(the(two(is(found(to(be(a(suitable(context(for(brand(admirers(and(enthusiasts.((

In( regards( to( concrete( differences( between( brand( communities( and( SM( based( brand(communities,( Habibi,( Laroche( and( Richard( (2014)( present( five( unique( dimensions.( These(dimensions( include( social) context,) structure,) scale,) content) and) storytelling) and) myriads) of)affiliated)brand)communities.)Based(on(the(framework(of(McAlexander,(Schouten(and(Koenig((2002)(Habibi,(Laroche(and(Richard(argue(that(SM(based(communities(are(“uniquely(situated(in( social( context( continuum”.( However( the( authors( moreover( argue( that( such( brand(communities(are(not(as(rich(in(interaction,(as(in(offline(brand(communities,(yet(neither(is(the(social( context( as( poor( as( in(merely( text^based( communication( seen( in( online( communities(based(on(other(platforms(than(SM.(Hence,(due(to(the(portrayal(of(the(members’(real(identifies,(a(unique(social(context(is(found(in(SM(based(brand(communities((Habibi,(Laroche(and(Richard(2014:( 128)( in( contrast( to( other( social( platforms,( where( members( are( able( to( use( virtual(aliases.(((((((



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In( terms( of( structure,( SM( based( communities( do( not( reflect( the( same( sort( of( structure( as(previously(studied(brand(communities.(Instead(they(are(marked(by(a(relatively(flat(structure(between( the(members( of( the( community( and( the( brand(with( no( explicit( signs( of( hierarchy(according( to( Habibi,( Laroche( and( Richard( (2014:( 129).( Though( the( authors( have( evidence(backing(this(statement,(one(should(still(remember(that(in(firm^managed(communities(on(FB,(the(brand(has(a(more(superior(role,(while( its(posts(are(highlighted(on(the(group(wall(unlike(the( customers’( posts.( Nevertheless( in( regards( to( the( concept( of( SM,( it( is( argued( by( several(scholars((Li(and(Bernoff(2011;(Solis(2010;(Mangold(and(Faulds(2009)(that(the(customers(have(a(specific(power(of(influence,(as(they(are(able(to(communicate,(with(“customer(credibility”(to(millions( of( people( using( the( same( SM( platform.( Thus,( this( thesis( will( rely( on( a( critical(understanding(of(this(flat(structure(dimension.((

Due( to( the( popularity( of( engaging( in( SM,(mega( brand( communities( have( emerged( (Habibi,(Laroche( and( Richard( 2014).( This( means,( that( the( scale( of( SM( based( communities( has(expanded(and(the(members(may(lack(certain(intimate(knowledge(about(each(other.(This(sort(of( personal( knowledge( is( characteristically( seen( in( smaller( offline( and( online( communities.(Despite( this( impediment,( the( context( in( SM(provides(members(with( an(opportunity( to( gain(information(about( each(other,( adding(a(new(and(unique(aspect( to( these(mega( communities(due(to(the(platform(of(SM((Habibi,(Laroche(and(Richard(2014:129).(

In(regards(to(the(content(shared(in(SM(based(communities,(it(is(found(by(Habibi,(Laroche(and(Richard( (2014:129)( that( visual( content,( in( the( form( of( pictures( and( videos,( is(widely( used.(Hence,(when(members( are( telling( a( narrative,( they( often(use( visuals( combined(with( text( in(order(to(do(so.((What(the(authors(do(not(cover(in(their(article(is,(however,(the(extensive(use(of(emojis( in( SM.(According( to( Sternbergh( (2014)( “we(have( stumbled( on(whole( new( confusing(ways( to( communicate(with( each( other”,( due( to( the( emojis.( They( function( as( a( new(and( fun(vocabulary( to( say( thinks( like( “I( am( laughing”,( “I( am( happy”( or( “well( done”.( Moreover( the(authors(do(not(comment(on( the( function(of( “liking”,( that( is(a(non^verbal( sign(of( interaction.(This(thesis(will(look(at(the(dimension(of(content(from(the(perspective(of(Habibi,(Laroche(and(Richard,(yet(it(will(moreover(analyse(how(the(interaction(is(reflected(by(the(use(of(emojis(and(likes(on(SM.((

Lastly( SM( provides( the( possibility( of( instantaneously(memberînitiated( groups,( which(may(lead( to( different( varieties( of( the( same( overall( community.( Though( this( might( seem( as( a(positive( spin( on( the( online( brand( communities,( it( is( too( argued( by( Habibi,( Laroche( and(Richard( (2014:129)( that( this( might( raise( issues( of( multiple( community( memberships.(Especially(in(regards(to(firm^managed(communities,(this(aspect(is(of(significant(character.(In(the( firm^managed( communities,( the( brand( has( the( control( of( daily( content( and( the( overall(control( of( the( group,( but( this( sort( of( control( is( lost,( when( customers( establish( their( own(varieties(of(the(same(community.((



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3. Methodology!

Based(on( the( theoretical( framework(put( forward( in( the(previous(chapter,( this( chapter( is(an(elaboration( on( how( this( thesis( seeks( to( combine( these( theories(with( proposed(methods( in(order( to(answer( the(overall(problem(statement.(First( this(chapter(will(provide(an( insight( in(the(scientific(position.(Based(on(the(theory(of(science,(the(second(subsection(will(put(emphasis(on(the(overall(research(approach.(Hereafter(the(sample(will(be(evaluated(and(methods(used,(both( for( collecting( and( analysing(data(will( be( explained(and( justified.( Lastly( there(will( be( a(discussion(of(methodology’s(implications.((

Theory!of!science!

This( thesis(relies(on(the(scientific(position(of(hermeneutics.(Schleiermacher(argues((cited( in(Palmer(1969:(84)(that(hermeneutics(is(“the(art(or(science(of(understanding”,(and(whilst(this(thesis(seeks(to(interpret(the(online(commination(on(Oreo’s(FB(page,(hermeneutics(is(evidently(appropriate.(Within( the( field(of(hermeneutics,( lies(philosophical(hermeneutics(presented(by(Gadamer( (1989),( which( is( a( qualitative,( interpretive( research( method( with( the( aim( of(exploring( and( understanding( human( interaction.( Philosophical( hermeneutics( differs( from(methodological( hermeneutics( especially( in( the( ontological( level( in( claiming( that( there( is( no(such( thing( a( true( meaning.( Instead( it( is( argued( that( this( meaning( relies( on( the( receivers’(interpretation( (Gadamer( 1989)( and( that( one’s( interpretation( is( based( on( experience( and(culture.((Thus,(it(is(concerned(with(prejudices(and(preconceptions,(therefore(when(practicing(this( theory(of(science;(one(must( take( the(ontological( level( into(consideration.( It(shall(not(be(seen( as( an( obstacle( for( analysing( findings,( as( Gadamer( 1989)( argues( that( preconceived(knowledge( about( the( subject( is( seen( as( a( condition( rather( than( as( a( barrier( to( establishing(new(knowledge.(((

Correspondingly( to( the( epistemology( of( philosophical( hermeneutics( paradigm,( this( thesis(seeks(to(explore(the(communication(on(Oreo’s(FB(page(in(order(to(create(a(solid(foundation(for( interpreting( the( online( interaction.( Hence,( the( paradigm( of( philosophical( hermeneutics(functions(as(scientific(approach(for(this(thesis.((

Research!approach!

Since(philosophical(hermeneutics(stresses(the(use(of( interpretation(it( is( found(that(the(most(relevant( research( approach( is( the( one( of( qualitative( manner.( A( qualitative( researcher(undertakes(an(inductive,(an(interpretive(and(a(constructive(position(in(seeking(to(understand(the(social(world(yet(in(some(cases,(the(researcher(merely(relies(on(one(or(two(of(the(positions(according(to(Bryman((2001:264).(As(this(thesis(aim(is(to(interpret(online(interaction(in(order(to( make( an( in^depth( analysis,( there( seems( to( be( an( evident( link( to( the( use( of( qualitative(methods.( Moreover( the( case( study( of( Oreo( prompts( a( discussion( of( the( impact( of( SM,(functioning( as( an( environment( for( firm^managed( brand( communities,( why( a( more( “openênded”(research(strategy(is(preferred(rather(than(a(quantitative((Bryman(2001:287).((



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Sample!

FB( has( been( chosen( as( the( SM(platform,( in(which( the( study( of( interaction(will( unfold.( It( is(found(to(be(the(fastest(growing(SM(site(by(Meister((2012)(with(more(than(800(million(active(users.(Moreover(the(platform(covers(some(unique(capabilities,( found(to(be(characteristic(for(SM( in( the( theoretical( framework,( including( sharing( texts,( pictures,( videos,( blogging,( and(networking(with( other( people( (Kietzmann( et( al.( 2011( cited( in(Habibi,( Laroche( and(Richard(2014).(In(choosing(which(platform(to(focus(on,(an(assessment(and(reflection(were(exploited,(on( reasons( for(why( people( use( FB( as( their( SM( platform.( According( to( Habibi,( Laroche( and(Richard( (2014:129)( people( use( FB( as( a( way( of( receiving( “information( and( news,( sharing(videos( and( views,( communicating( with( friends,( engaging( with( communities( and( sharing(knowledge”.( From( this,( it(was( found( that(FB( incorporates( several(possibilities( for( customer(engagement(and(thus,(brand(communities(are(able(to(leverage(the(potential(the(SM(platform(offers.( Since( this( thesis( seeks( to( explore( the( social( phenomenon( of( firm^managed( brand(communities,(it(is(argued(that(FB(serves(as(highly(representative.(

Oreo(will( be( the( case( study( in( this( thesis.( In( order( to( conduct( a(netnographic( research( and(answer( the( overall( research( questions,( the( community( at( hand( must( be( “relevant,( active,(interactive,(substantial(and(heterogeneous”(according(to(Kozinets((2010:89)(and(in(alignment(Oreo(was(chosen,(since(the(FB(page(matches(these(criteria.(The(firm^managed(FB(page(of(Oreo(has( more( 39.9( million( likes( (members)( (Oreo( 2015),( at( the( time( of( this( study.( Briefly(observing(the(community,(it(is(found(that(the(several(members(communicate(and(interact(on(a(daily(basis,(fulfilling(the(criteria(of(activism,(while(demonstrating(extensive(engagement(both(from(the(perspective(of(customers(and(from(the(brand.(This(activism(and(interactivism(yield(sufficiently(relevant(and(rich(content,(functioning(as(premise(for(a(further(netnographic(study.(Moreover(a(personal(interest(in(food(and(especially(cookies(is(evident.(In(order(to(conduct(an(adequate( netnographic( study,( a( product( and( brand( culture( familiarity( must( exist( with( the(researcher,(therefore(the(choice(of(case(study(was(also(based(on(a(rather(subjective(interest.(In( relation( to( this,( the( thesis( aims( to( provide( a( deeper( understanding( of( a( specific( FMCG^brands’(FB(page,(whilst(previous(studies(often(focus(on(highînvolvement(products(and(their(appertaining(online(brand(communities.(Oreo(is(argued(to(be(relevant(in(this(sense,(as(there(seems(to(be(a(strong(brand(community(and(“culture”(related(to(this(lowînvolvement(product,(based(on(the(high(activity(level(found(on(the(brand’s(FB(page.((

In( relating( the(choice(of(platform(to( the(choice(of( case(study( it( is( clear( that(FB( functions(as(Oreo’s(primary(SM(site,(compared(to(relatively(small(numbers(of(followers(the(brand(has(on(Instagram,( Twitter( and( YouTube( (see( App.( IV).( From( this,( the( motivation( and( choice( for(investigating( interaction( on( FB( builds( on( quantitative( data.( And( as( this( thesis( presents( a(specific( case( study,( it( is( argued( that( a( generalized( phenomenon( cannot( be( derived.( This( is(moreover( supported( by( the( deductive( research( approach.( However( the( sample( size( and(format(provides(the(reader(with(relevant(findings(in(the(shape(of(a(precise(elaboration.(



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Netnography!

Netnography( builds( on( the( qualitative( method( of( ethnography( and( is( recognized( as( an(expanded( version( of( ethnography( according( to( Beneito^Montagut( (2011).( The( method( is(introduced( by( Kozinets( (2002:61^62)( as( a( new( “online( marketing( research( technique( for(providing( consumer( insight”( and( the( author( moreover( describes( the( method( as( doing(“ethnography(on( the( Internet”( supporting( the(premise( that( it( is( an(extension(of( the(already(existing( method.( The( method( seeks( to( provide( the( researcher( with( an( insight( in( and( an(understanding( of( the( focal( consumer.( It( is( furthermore( argued( by( Kozinets( (2006)( that(netnography(is(ideal(for(exploiting(the(consumer(culture(in(“communal,(collective(and(tribal”(environments.(These(settings(concord(with(the(brand(community(phenomenon,(thus(making(a(netnographic( research( applicable( for( this( study,( while( it( seeks( to( get( an( enhanced(understanding(of(the(online(interaction(in(a(tribal(venue.((

In( order( to( establish( a( better(understanding( of( the(method(netnography( it( is( argued( that( a(brief( introduction(to(ethnography(is(beneficial,(due(to(the(argument(that(the(netnography(is(an(expanded(version(of(the(latter.(Ethnography(seeks(to(provide(insight(in(the(current(studied(social( life( according( to( Beneito^Montagut( (2011).( The(method( has( been( revised( due( to( the(evident( shift( in( mobility,( allowing( researchers( to( not( merely( focus( on( a( physically( bound(environment,( and( instead( giving( them( the( opportunity( to( investigate( other( mediated(interactions( found( in( the( modern( world.( It( takes( point( of( departure( in( a( rather( reflective(researcher,(who(detects(how(a(given(social(life(is(constructed(and(re^constructed(by(observing((Hammersley( and( Atkinson( 1995( cited( in( Beneito^Montagut( 2011:718).( Thus,( the( method(typically(relies(on(the(participating(or(non^participating(observations((Hughes(2012:16)(and(moreover(it(is(found(that(when(working(with(ethnography,(the(researcher(works(in(iterative(processes(with(reconsidering(of(the(method(and(delimitation.(Therefore,(although(the(method(founds( on( observations,( it( might( also( entail( interviews,( focus( groups,( content( analysis,(discourse(analysis(and(other(empirical(collecting(methods.((

Corresponding(to(this,(netnography(builds(on(the(same(sort(of(flexibility,(when(collecting(and(analysing( data( (Kozinets( 2002).( Yet,( this( thesis( is( based( on( an( observational( form( of(netnography,( despite( the( implications( concerning( that( the( analysis( will( merely( be( built( on(personal( interpretation.( However,( in( order( to( guide( the( researcher( and( shape( the(methodological( process,( Kozinets( (1999;( 2002:64^69)( proposes( four( procedures.( These(include:(entrée,(data(collection(and(analysis,(ensuring(trustworthy(interpretation,(conducting(ethical(research(and(member(check(and(this(thesis(is(based(on(reliance(in(these(procedures.

3.1.1 Data!collection!!

In( terms( of( data( collection,( Kozinets( (2010:66)( distinguishes( between( pure( netnographic(method,( pure( ethnography( and( a( blended( method,( which( includes( both( aspects( of(ethnography(and(netnography((see(App.(V).(Deciding(on(which(method(is(most(suitable,( the(focal( research(questions(and( the( concern(of( the(overall(problem(statement(were( taken( into(



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account.(And,(while(this(thesis(merely(seeks(to(focus(on(the(how(certain(community(members(interact(online,(a(purely(netnographic(approach(was(found(valid.(

When(using(netnography(for(collecting(data,(one(must(adapt(to(some(significant(elements(in(the(data(collection(process,(such(as(joining(the(community.(Hence,(the(process(of(joining(and(interacting( in( the( community( occurred( before( conducting( the( study,( while( the( process( of(collecting( data( initiated,(when( a( familiarity(with( the( brand( community( arose.( According( to(Kozinets((2010)(researchers(shall(become(familiar(with(the(brand(community(and(its(culture,(when( undertaking( a( netnographic( research( approach,( why( active( membership( and(involvement(is(obligatory.(Thus,(Oreo’s(FB(page(was(followed(closely(for(1(month(in(February(2015( before( starting( collecting( data.( The( data( archived,( however,( refers( back( to( 2(months(from(March(2015(to(May(2015.(In(this(period,(the(brand(has(posted(multimodal(elements(on(a(daily(basis,(credited(with(thousands(of(likes(and(hundreds(of(comments(from(their(customers.(Meanwhile(the(customers(have,(daily,(shared(hundreds(of(posts(concerning(Oreo,(where(the(majority(is(in(the(shape(of(pictures.(This(thesis(will(solely(rely(on(those(postings(made(by(Oreo(and( their( related( interactions( between( the( customers( in( order( stay(within( the( scope( of( the(assignment.((

This( empirical( data( represents( directly( copied( communication( found( evident( on( Oreo’s( FB(page,( which( is( one( of( the( important( data( elements( that( a( netnographic( researcher( must(acquire( (Kozinets( 2002:65).( Secondly,( a( netnographic( researcher( may( collect( data( in( the(shape( of( reflective( field( notes( with( point( of( the( departure( in( observations( made( on( the(community( page.( Hence,( weekly( reflective( field( notes( about( the( observation( of( interaction(were(planned(in(order(to(validate(the(contextualisation(and(interpretation(of(the(data(in(the(analysis.( However( after( 2( weeks( of( doing( field( notes,( it( was( found( that( the( notes( merely(reflected(the(directly(copied(data((see(App.(VI).(The(notes(did(not(contain(new(interpretations(about(the(community(or(its(members(and(they(lacked(a(contextual(angle(of(the(evident(data.(Therefore(it(was(argued(that(they(did(not(serve(as(valuable(notes,(why(the(data(solely(consists(of(direct(online(observations(and(downloads(without(using(field(notes.(However(the(validity(of(the(method(is(still(evident,(while(Kozinets((2002:66)(argues(that(“a(rigorous(netnography(can( be( conduced( using( only( observation( and( downloads,( and(without(writing( a( single( field(note”.(Moreover(by(presenting(this(challenge(in(the(data(collection(process,( it( is(argued(that(the(thesis(replicates(reliability.((

3.1.2 Netnographic!content!analysis!

Analysing( of( data( happened( concurrently( with( the( collection( of( data.( Netnography( is( both(used(as(method(for(collecting(and(analysing(data(in(this(instance,(and(it(is(recognised(that(the(data( analysis( reflects( a(more( challenging( part( of( the( netnographic( process( (Kozinets( 2002;(2006:282).(This(is(found(due(to(the(delicate(contextualisation(and(interpreting(of(the(collected(data.( In(order(to(provide(the(reader(with(a(more(systematic(analysis,( this(thesis(will(rely(on(the( theoretical( framework( as( assessment( tool.( To( be( more( precise,( the( theories( will( be(



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classified(and(utilised(in(order(to(validate(the(interpretations(conducted(trough(netnographic(research( and( discuss( whether( or( not( the( findings( substantiate( the( theory.( This( sort( of(analysing( method( is( too( supported( by( the( netnographic( research( design,( as( Kozinets((2002:66)( argues( that( classification( and( coding( are( important( concerns,( when( providing(interpretations(of(data.(It(is(argued(that(this(sort(of(analysis(is(furthermore(seen(as(qualitative(content(analysis,(while(such(an(analysis(takes(point(of(departure(in(categorised(data(and(that(this(type(of(data(often(is(compromised(by(the(theoretical(framework(presented((Forman(and(Dam(Schroder(2008:40).(Thus,(this(study(relies(on(a(combination(of(a(netnographic(analysis(and( a( content( analysis,( while( there( seems( to( be( a( consistency( between( the( two( analytic(methods.(A(conceptual(framework(is(provided(in(App.(VII(and(it(will(operate(as(basis(for(the(analysis.(

3.1.3 Implications!!

Mason(1996((cited(in(Bryman(2001:(270)(suggests(that(in(order(to(reach(external(validity,(the(markers(of(reliability,(validity(and(generalizability(must(be(reflected(throughout(the(research(paper.(Though(this(is(exact,(Schrøder((2003:28)(argues(that(the(different(methods(have(their(both( strong( and(weak( sides,( stating( that( the(qualitative(method( is(marked(by(high( validity,(whereas( the( markers( reliability( and( representativeness( are( more( apparent( in( quantitative(researches.( In( regards( to( validity,( this( thesis( presents( an( overall( problem( statement,(introduced(in(the(beginning(of(the(paper.(Moreover(it(seeks(to(provide(insights(and(reflections(about(choice(of(methods(and(the(researcher’s(own(role(in(the(various(processes(of(the(thesis.(In( order( to( obtain( complete( reliability,( the( study( must( provide( the( reader( with(intersubjectivity(and(transparency(concerning(the(cogency((Schrøder(2003).(Hence,( in(order(to(make(this(research(trustworthy(in(this(sense,(the(triangulation(approach(or(a(peer^review(of(the(thesis(might(be(suggested.(However(instead,(this(thesis(seeks(to(provide(reliability(by(presenting(a(transparent(data(collection(process.(Lastly,(it(is(recognized(that(this(thesis(relies(on( a( rather( deductive( research( approach,( while( it( presents( theory( as( a( base( for( analysing(observations.( Thus,( in( regards( to( generalizability,( this( thesis( seeks( does( not( to( provide( a(definitive(answer,(as(several(interpretations(are(available(depending(on(the(interpreter.((

3.1.4 Ethical!considerations!!

By( using( netnography( as( method,( a( discussion( about( ethics( naturally( emerges,( while( a(researcher( must( decide( whether( communities( are( considered( private( or( public,( when(discussing( the( online( interaction.( In( this( thesis,( data( is( collected( as( a( professional( “lurker”((Kozinets(2002:65)(providing( the( researcher(with(opportunity( of( observing( the( community(from( her( own( point( of( view.( However,( this( method( utilises( information( without( the(informants’(consent.(Hence,(ethical(issues(arise.(Kozinets((2002:64)(suggests(that(researchers(avoid( ethical( issues(by( informing( about(presence( in( the( community( and( the(purpose(of( the(latter.(Yet,(the(researcher(did(not(present(herself(in(the(community(of(Oreo,(due(to(the(reason(that( the(community(encompasses(nearly(40(million(people(and( these(would(only(be(able( to(see( her( post( concerning( the( purpose,( if( they( searched( for( it( on( the( page.( Instead,( when(



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referring(to(direct(observations(in(the(findings,(pseudonyms(will(be(used(and(in(the(appendix,(the(names(and(profile(pictures(will(be(disguised(to(avoid(exposure(of(unwilling(members(of(the(community.(

4. Findings!

In( the( process( of( evaluating( and( interpreting( the( empirical( data( using( the( method( of(netnographic( content( analysis,( key( findings( are( presented( in( this( chapter.( The( findings( are(provided(in(a(systematic(order(with(point(of(the(departure(in(both(the(conceptual(framework(and( the( thesis’(overall( research(questions( in(order( to(maintain(a(clear(structure( throughout(the(paper.((

Brand!community!characteristics!

It( is(evident( that( the(most(of( the(posts(put( forward(by(Oreo(prepare( the(ground( for( further(interaction( among( the( members( of( the( page.( Thus,( the( page( is( seen( as( a( main( point( of(gathering( for( admirers( of( the( brand,(Oreo.(Nearly( all( the(posts( analysed( contained( content,(which(sought( to(yield( further( interaction,( such(as(comments,( shares(or( likes,(often( found( in(the( shape( of( shared( recipes.( Actually( 7( out( of( the( 13( posts( analysed,( were( various( video^tutorials(featuring(recipes(with(Oreos(as(main(ingredients((See(App.(VIII).(From(these(specific(posts( there(seem(to(be(an( immediate(consistent(categorisation(of( replies,(while(most(of( the(replying(customers(enclose(pictures(of(various(pastries(containing(Oreos.((

Though(the(brand(prompts(engagement(on(the(page,(there(does(not(seem(to(be(a(clear(feeling(of( connectedness( exhibited.( From( a( previous( study( by( Habibi,( Laroche( and( Richard((2014:126)(the(marker(of(shared(consciousness(was(manifested(by(feeling(of(being(in(a(family(or(close(network(of(friends.(Members(of(Harley(Davidson(and(Jeep(FB(communities(referred(to(each(other(as(“Jeep(family”(“H^D(Folks”((Habibi,(Laroche(and(Richard(2014:126).(In(the(case(of(Oreo,(this(main(marker(is(however(not(as(apparent.(Intrinsic(feelings(of(relationship(to(the(brand(and(other(members(are(not(expressed(externally(on( the(page.(Most(of( the(comments(found(reflect(merely(the(senders’(own(opinions(about(the(brand(or(the(given(post(and(they(do(not(include(signs(of(an(overall(shared(consciousness.(These(comments(include(among(others(“I(love(Oreos”,(“That(milkshake(looks(so(good(in(my(stomach”(and(“I(always(dunk(Oreos”(and(evidently( it( is( seen( that( the( comments( solely( puts( emphasis( on( the( sender( of( the(message(rather( than( embracing( the( FB( page( as( a( community( of( connected(members.( The(messages(signify(a( rather(unilateral( relationship(with( the(brand(excluding( the(other( customers,(while(they(use(the(personal(pronoun(“I”( instead(of(“we”.(Use(of( the(personal(pronoun(“we”(would(arguably(manifest(greater(sign(of(shared(consciousness.((

Even(though(there(are(hundreds(of(comments(on(almost(all(Oreo’s(posts,(these(comments(do(often( not( reflect( deeper( interaction( or( feeling( of( belonging( between( the(members,( as( they(rarely(seem(to(reply(to(other(members’(comments.(It(is(observed(that(instead(of(commenting,(the(members(of(the(FB(page(often(merely(“like”(other(customers’(comments.(When,(however,(



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the(customers( reply(on(other(customers’( comments( it( is(often(a( sign(of(agreement(with( the(comment.( For( instance( Kate1(posts( following( comment( on( a( post( about( playing(with( Oreos((App.( VIII,( sec.( 1,( p.( 1):( “My( mama( always( said( that( you( should( not( play( with( food”.( This(comment( receives( 14( likes( from( assumedly( agreeing( customers,( but( she( also( receives( two(replying(comments(stating(“Hahira,(that’s(true”(and(“I(agree(with(that(statement.(Should(not(play( with( food( but( eat( it( in( a( creative( manner”.( These( replies( are( quite( unusual( from( the(observations(made(on(the(page,(while(they(reflect(further(engagement(with(other(members(of(the( community.( It( could( be( argued( that( this( demonstrates( that( the( marker( of( shared(consciousness( is( evident,( yet( while( this( is( an( unusual( instance;( it( is( argued( that( it( is( not(representative.(Also,(the(interaction(between(the(customers(is(not(built(on(a(joined(meaning(of(Oreo,(but(rather(a(common(understanding(of(manners.(((

Two(instances(of(legislation(are,(however,(found(in(the(data(from(April((App.(VIII(sec.(2,(p.(1),(while(there(seems(to(be(a(distinction(between(“true(and(false(members”.(Mark2(comments(on(a(post( about(Oreo( cupcakes:( “ewe.(Oreos(are(gross!”( to(which(Shannon3(replies:( “Seriously?(Oreos( are( gross?( That’s( surprising( to( hear( cause(most( people( love( them.( I’m( guessing( you(don’t(like(chocolate(or(maybe(chocolate(and(cream(together?(Well(I(guess(everyone(has(their((they’re)(own(opinion”.((On(the(same(post(about(Oreo(cupcakes,(Katy4(comments:(“That’s(why(obesity(is(running(over(America”(to(which(Nelson5(replies:(“Everything(in(moderation!!”(and(receives( five( likes( from( other( agreeing( customers.( From( these( examples( it( is( found( that(Shannon( and( Nelson( perceive( themselves( as( true( members( of( the( Oreo( FB( page( due( to(admiration(of( the(brand(and(products,(whereas(Mark(and(Katy(are(evidently(not( fans(of( the(products,( presenting( themselves( as( “false( members”.( According( to( Casaló,( Flaviána( and(Guinalíu(2007,( this( representative( factor( indicates( that( there( is( a( shared(consciousness(and(while( this( thesis(also(support( this(argument,( the(examples(could(moreover(represent(moral(responsibility,(as(discussed(later.((((

Lastly,(one(could(argue(that(the(marker(of(shared(consciousness(is(somehow(evident(though,(while(the(members(of(the(page(themselves(have(pressed(the(“like(button”(on(the(page,(hence(declaring(feeling(of(belonging(to(the(brand(extrinsically.(This(is(found(to(be(a(strong(argument(of( initial( feelings( of( belonging,( but( these( feelings( are( not( found( articulated( further( in( the(interaction(on(the(page,(which(is(problematic(for(the(concept(of(brand(communities.(

Though(Oreo’s(FB(page(encompasses(42(million(people(from(around(the(world,(it(is(found(that(the( predominantly( used( language( is( English.( When( observing( some( various( members’(personal(profiles( it( is(evident(that(these(are(not(native(English(speakers,(but(despite(of( this,(

((((((((((((((((((((((((((((((((((((((((((((((((((((((((1"Pseudonym"2"Pseudonym"3"Pseudonym"4"Pseudonym"5"Pseudonym"



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when(commenting(on(Oreo’s(FB(page,(it(is(done(in(English.(This(is(argued(to(be(a(sign(of(the(marker,( rituals(and( traditions,(while( it( is( an( implicit( tradition( to(use( the(common( language,(English.(A(shared(language(might(make(the(members(of(the(page(feel(interconnected(with(the(other(members.(For(instance(it(is(found(that(a(Danish(girl,(Sophie6(posts(a(picture(of(an(Oreo(milkshake(with(the(comment(“It(taste(s)(really(good”(and(by(using(English(instead(of(Danish,(more( members( of( the( page( will( understand( her.( Two( other( Danish( women( comment( on(respectively( a( post( concerning( the(Queen’s( birthday:( “Very(CUTE!(Thanks!( on(behalf( of( our(Queen!( *smiley*”( and( another( on( a( post( concerning( solar( eclipse:( “I( was( a( bit( upset( this(morning,(so(I(was(actually(eating(Oreo's(at(the(so^called(eclipse...(*smiley*(Highlight(of(my(day(though!( *smiley*.( In( regards( to( common( language( it( is( also( evident( that(many( of( the( same(expressions( appear( on( almost( every( post.( These( include( the( word( “yum”( or( “yummy”( and(moreover(there(is(a(tendency(to(express(the(love(for(Oreos,(by(stating:(“We(love(Oreos”,(“I(luv(Oreos”(and(“Oreo((*emoji(shaped(as(a(heart*)”((App.(VIII,(sec.(2,(p.(2).(It(is(argued(that(these(examples(too(imply(that(there(is(a(tendency(in(the(community(for(using(a(common(vocabulary.((

The(pleasure(of( eating(Oreos( is( somehow( tradition^bound.(As(previously(mentioned,(one(of(the( customers( comments( on( a( post( that( he( “always( dunk( Oreos”( (App.( VIII,( sec.( 1,( p.( 2)(implying( that( he( always( dunks( the( Oreo( in(milk,(when( eating( it.( Oreo( too( seeks( to( sustain(traditions(of(how(customers(eat(Oreos(by(posting(“Where(will(your(imagination(go(when(you(#PlayWithOreo?( (…)( Pour( yourself( a( cold( glass( of( milk( and( enjoy”.( In( this( example( Oreo(recognises( the( link( between( drinking( milk( and( eating( Oreos.( Moreover( it( seeks( to( incite(engagement( by( exploring( traditions( of( eating( the( cookies.( Hence,( these( examples( of(consumption( traditions( are( indicating( that( the( community( of(Oreo( represent( the(marker( of(traditions( and( rituals.( This( means( that( though( there( is( no( superior( sign( of( connectedness,(there(are(still(signs(of(traditions(linked(to(the(brand(of(Oreo.((

As( previously( mentioned,( there( are( examples,( where( customers( show( commitment( to( the(brand( and( its( values( by( replying( to( harming( posts( about( the( brand( or( its( products.( Casaló,(Flaviána( and( Guinalíu( (2007)( argue( in( their( interpretation( of( the( shared( consciousness(marker(that(these(examples(represent(the(factor(of(legitimisation.(However(it(is(found(to(be(a(sign( of( slight( moral( responsibility( and( protection( of( the( brand( and( its( product.( Another(example(is(found(in(the(empirical(data((App.(VIII,(sec.(2,(p.(p.(1)(where(Kent7(writes:(“Yuck.(I(can(do(without(titanium(dioxide”.(This(comment(receives(two(comments,(first(one,(who(agrees(with( the( statement( by( responding( “Amen”( and( another,(who( states:( “Simple( fix….(Don’t( eat(them(then…(Geesh”.(From(these(interactions(it(is(found(that(Kent(seeks(to(generate(attention(to( the( fact( that( Oreos( contain( titanium( dioxide( in( a( manner,( which( is( not( in( the( brand’s(interest.(The(second(comment(can(be(seen(as(a(way(of(defending(the(brand,(in(stating(that(it(is(one’s( own( choice,( to( eat( it( and( thereby( Oreo( should( not( remedy( for( using( the( naturally(

((((((((((((((((((((((((((((((((((((((((((((((((((((((((6"Pseudonym"7"Pseudonym"



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occurring(oxide.(This( is(however(not(as(clear^cut(an(example,(as(the(previous,(as(there(is(no(explicit(sign(of(defending(the(brand.((

The(marker(of(moral(responsibility(is(the(most(recognisable(marker(of(the(three(and(it(does(not( depend( as(much( on( personal( interpretation( as( the( other( two.( In( the( evaluation( of( the(empirical(data,( the( instances(of(moral(responsibility(were(rather(explicit( than(the(two(other(markers.(For( instance(Laura8(seeks(guidance( from(Oreo( in(a(post( containing(a( recipe^video,(where(she(comments:(“Oreo(is(it(ice(cream?(Is((it)(butter?”.(While(Oreo(does(not(immediately(reply( to( this( comment,( Jacob9(replies:( “I( think( it( is( cream( cheese( or( at( lest( that’s(what( I’ve(always(used”((App.(VIII,(sec.(1,(p.(4).(In(this(specific(example(the(Jacob(helps(Laura(in(finding(the(right(ingredients(for(cooking(the(recipes(offered(by(Oreo,(thus(indicating(a(sense(of(moral(responsibility(for(other(members(of(the(community.((

After(having(examined(the(community(indicators,(emphasis(is(put(on(discovering(whether(and(how( community^building( relationships( (McAlexander,( Schouten( and( Koenig( 2002)( exist( in(Oreo’s(FB(page.(As(stated,(the(empirical(data(signify(that(there(is(a(lack(of(interaction(between(the(focal(customer(and(other(customers,(which(is(suggested(to(be(an(important(relationship(in(the(building(of(brand(communities.(The(many(posts(enclosing(pictures(of(various(cakes(often(reach(around(10^50(likes,(but(usually(no(comments.(For(instance,(Sam10(posts(a(picture(of(an(Oreo( cheesecake( with( the( notion:( “This( was( my( dessert( yesterday( *smiley**smiley*”( and(receives(no(comments,(yet(11(likes.(Lauren11(posts(a(picture(of(her(homemade(Oreo(cupcakes(and(without(any(further(explanation(the(picture(is(liked(by(39(other(members(of(the(page,(but(there(are(no(comments.(Lastly,(Jennifer12(shares(a(picture(of(an(Oreo(cake(with(the(enclosing(comment:( “We( love( Oreos.( And( they( are( even( better( in( a( cake.( Made( this( for( my( cousin’s(birthday”(and( for( this(post,( she( receives(53( likes,(but(not(a( single(comment.(Thus,( the(most(evident(sign(of(communication(between(the(customers(is(found(in(the(declaration(of(a(“like”.(It(is(argued(that(“liking”(is(a(simpler(way(of(interacting(with(other(customers,(while(a(like(does(not(demand(the(same(engagement(as(writing(an(actual(comment.(It(is(neither(time^consuming(nor(does( it(reflect(the(same(amount(of(effort(as(writing(comments(do.(Despite(of( the( lack(of(interaction( between( the( customers( in( the( shape( of( comments,( it( is( found( that( the( likes( do(represent(a(relationship(between(the(members,(while(it(is(a(new(dimension(of(content(in(the(SM(based(communities,(which(must(be(recognised.(((

From(the(observations(of(the(community,(it(is(found(that(there(is(no(clear(interaction(between(the(focal(customer(and(Oreo.(Like(other(members(of(the(page,(Oreo(does(not(reply(to(any(of(the(comments(from(the(customers.(For(instance,(when(Laura13(seeks(guidance(from(Oreo(in(a(((((((((((((((((((((((((((((((((((((((((((((((((((((((((8"Pseudonym"9"Pseudonym!10"Pseudonym"11"Pseudonym"12"Pseudonym"13"Pseudonym"



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post(containing(a(recipe^video,(Oreo(does(not(reply(to(her(comment.(However,(in(some(cases,(Oreo( likes( the(customers’(posts,(but( this( is(not(a(consistent(occurrence(seen(throughout( the(page.(Hence,(it(is(found(there(is(a(lack(of(relationship(building(between(the(focal(customer(and(Oreo.(Lastly,(it(is(found(in(the(analysis(that(there(is(no(sign(of(marketers(interacting(actively(in(the(page.(Thus,(generally(the(analysis(disconfirms(the(findings(of(McAlexander,(Schouten(and(Koenig((2002),(while(the(customers’(relationships(with(the(brand(elements(are(not(enhanced(due(to(the(participation(of(the(Oreo(FB(page.(Especially(the(brand(and(marketers(do(not(utilise(the(advantages(of(the(brand(community(in(enhancing(the(relationships(with(the(consumers.(In(a(previous(analysis(made(by(Habibi,(Laroche(and(Richard( (2014:127)( it(was(stated( that( the(members(of(the(investigated(community(“often(appreciated(the(efforts(of(the(company(and(its(marketers( in( their( day^to^day( interactions”.( Hence,( Oreo(might( invest(more( time( in( the( FB(page( in( regards( to( day^to^day( interaction( and( experience( great( appreciation( from( the(members(of(the(community.(

Brand!community!benefits!

The(analysis(shows(that(there(is(emotional(bounding((Brodie(et(al.(2011)(between(some(of(the(members( of( the( community( and( the( brand( of(Oreo.( Sarah14(shares( a( photo( of( her( daughter(surrounded(by(many(packages( of(Oreo( (App.(VIII,( sec.1,( p.2)( and(writes:( “She( is( anxious( to(start( talking…(And( talk( (so)much)( about( this(delicious( cookie”.(This( comment( indicates( that(there(is(some(emotional(bounding(to(the(brand(of(Oreo,(since(the(mother(is(so(excited(to(get(her(started(talking(about(the(cookies(in(such(an(early(age.((Moreover,(when(customers(share(pictures(of(their(own(cake(creations(they(get(a(chance(of(being(featured(on(the(official(website(of(Oreo.( In(the(recipe^featuring(posts(by(Oreo,(the(brand(encourage(members(of(the(page(to(upload(their(own(version(of(the(recipe(to(get(the(chance(of(being(shown(on(the(official(website(of( Oreo( (App.( VIII,( sec.( 1,( p.( 2^4( and( sec.( 2,( p.( 1).( This( encouragement( to( share( homemade(creations( by( using(#PlayWithOreo( is( arguably( a(way( of( utilising(UGC( in( such( a(way,( that( it(gives(the(customers(a(feeling(of(empowerment.(In(cases(of(threat(of(the(brand(or(the(products,(some( customers( demonstrate( customer( loyalty( and( commitment( in( defending( the( brand.(Moreover,( as( previously( stated,( Jacob15(helps( Laura16(in( her( seek( for( guidance( concerning( a(recipe(shared(by(Oreo.(This(reflects(the(notion(of(support(service(department.(As(argued(by(Schau,( Muniz( and( Arnold( (2009),( a( brand( can( utilise( the( brand( community( benefits,( while(customers(of( the(community(can(function(as(an(extended(service(department,(helping(other(members(of(the(community,(and(the(example(is(demonstrates(exactly(this(benefit.((

Hence,(it(is(recognised(that(components(of(enhanced(customer(value(are(evident.(Moreover(it(is(found(that(Oreo(is(able(to(utilise(the(community(in(order(to(gain(better(understanding(of(the(customers(by( looking( at(UGC( and( lastly,( the(members( of( the( community( can(undertake( the(

((((((((((((((((((((((((((((((((((((((((((((((((((((((((14"Pseudonym(15"Pseudonym(16(Pseudonym"



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role( as( support( service( department.( Thus( benefits( of( an( established( brand( community( are(confirmed.((

Dimensions!of!SM!based!brand!communities!

Through(the(analysis(it(is(observed(that(there(is(no(sign(of(appreciation(for(the(unique(social(context(in(SM.(While(there(is(found(to(be(a(lack(of(interaction(in(the(shape(of(comments(there(are(not(any(external(indicators(of(members(checking(other(members’(profiles(in(order(to(gain(further( information.( Hence,( the( customers( do( not( seem( to( utilise( the( dimension( of( social(context,(when(infrequently(commenting(on(posts.(This(might(have(something(to(do(with(the(customers’( involvement( in(the(purchase(of(the(product.(Habibi,(Laroche(and(Richard((2014)(argue( that(members( of( higherînvolvement( products’( brand( communities( usually( recognise(the(social(context(of(SM(as(very(beneficial.(But(in(their(examples(it(often(relates(to(questions(about( the(purchasing(process,(where(Oreo(might( lack(some(involvement(due(to( the(product(category(of(FMCG.(((

The(lack(of(social(interaction(between(the(members(of(the(community(might(be(related(to(the(fact(that(Oreo(is(considered(a(mega(scale(brand(community(with(nearly(40(million(members.(While(Oreo(is(a(firm^managed(community(it(does(not(meet(the(same(challenges(in(building(a(large^scale( community( as( customerînitiated( communities.( However( due( to( the(majority( of(members( in( the( community( of( Oreo,( the(members( do( not( seem( to( have( the( same( personal(knowledge(of(each(other.(And(as(they(do(not(utilise(the(social(context(of(SM,(it( is(found(that(the( size( of( Oreo( as( a( mega( brand( community( reflects( some( difficulties( in( making( the(community(personal(in(its(format(as(SM(based(brand(community.((((

The(analysis(though(confirmed(the(findings(of(Habibi,(Laroche(and(Richard((2014)(in(regards(to(structure.(There( is(no(evidence(suggesting(structure(as(seen( in(previously(studied(offline(and( online( brand( communities.( This( means( that( the( unique( dimension( of( structure( is( too(evident(in(the(case(of(Oreo.(Though(the(brand(is(distinguished(in(the(sense(that(its(posts(are(immediately(found(when(entering(the(page,(there(are(no(signs(of(comments(being(deleted,(as(it( is(possible( for( the(owner(of( the(page( to(do.(This( is( reflected( in( the( comments,( containing(adverse( comments( about( the( brand.( These( could( have( been( deleted,( yet( due( to( the( flat(structure(of(the(platform(and(the(community,(they(are(still(to(be(found(on(the(page.(One(could,(however,(argue(that(the(option(of(“liking”(automatically(constitutes(as(structure,(as(the(most(liked(posts(are(placed(in(the(top(of(the(comments,(working(almost(like(a(ranking(system.(But,(when(observing( the( interaction(on( the(page( the( likes( rather( signify(an(approval(of( the(post(than(a(preference(in(member’(posts(on(the(FB(page.((

This( discussion( naturally( leads( to( the( content( found( on( Oreo’s( FB( page.( As( the( direct(observations(of( the(page(clearly( indicate((App.(VIII)(members(of( the(FB(group(often(share(a(picture(of(a(cake(instead(of(writing(a(narrative(story.(Also,(when(looking(at(the(content(shared(by(Oreo,(there(are(no(posts,(where(the(brand(relies(solely(on(textual(elements;(instead(it(often(shares( pictures( or( videos.( Thus,( the( unique( dimension( of( storytelling( presented( by( Habibi,(



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Laroche( and( Richard( (2014)( is( utilised( by( the( customers( and( too( embraced( by( Oreo.( It( is(argued(in(this(thesis(that(the(dimension(of(content(sharing(found(in(SM(is(furthermore(unique(in(the(sense(that(members(are(able(to(communicate(using(non^verbal(communication(such(as(“likes”.( The( analysis( shows( that( interaction( between( the(members( of( the( community( relies(heavily(on(the(function(of(“liking”.(And(thus(it(is(evident(that(members(and(Oreo(embrace(this(unique(dimension.(The(use(of(emojis,(as(vocabulary,(is(found(to(be(used(to(a(certain(extend(on(Oreo’s(FB(page.(This(is(argued,(while(the(emojis(do(not(stand(alone(at(any(point,(but(they(are(emphasising(the(textual(element.(For(instance,(Sam17((App.(VIII,(sec.(1,(p.(3)(posts(a(picture(of(an(Oreo(cheesecake(with(the(notion:(“This(was(my(dessert(yesterday”(and(afterwards(he(puts(two(emojis( showcasing( smileys(with(heart( shaped(eyes.(Hence,( it( is( evident( that( the(emojis(signify(that(the(dessert(was(delicious,(but(instead(of(merely(writing(it(he(uses(emojis(as(a(way(of( communicating.( Another( customer( simply( comments:( ““Oreo”( with( a( subsequent( heart(shaped( emoji.( Again,( the( text( does( not( reflect( the(whole( truth,( but( by( using( the( emoji( it( is(easier(for(other(customers(to(interpret,(as(it(the(emoji(signifies(love.((

Lastly,(it(is(evident(that(customerînitiated(brand(communities(with(the(focus(of(Oreo(have(too(been( established( on( the( platform( of( FB.( For( instance( communities( like( “OREOHOLIC”((OREOHOLIC(2015),(“Red(Velvet(Oreo”((Red(Velvet(Oreo(2015)(and(“Milka(Oreo”((Milka(Oreo(2015)(are(quickly(found,(when(searching(for(Oreo(on(FB.(Thus,(the(aspect(of(higher(variety(of(brand(communities( is(clearly(recognised.(Having(analysed(the(meaning(of(myriads(affiliated(brand(communities;(it(is(found(that(these(communities(might(be(seen(as(a(positive,(while(they(reflect( customer( engagement( and( commitment.( But,( one( should( also( remember( that( in(customerînitiated(brand(community,(the(brand(lacks(control(over(the(content(and,(thus(these(affiliated(communities(might(become(an(issue.(

5. Discussion!

This( chapter( seeks( to(discuss( the(key( findings(and(elaborate(on(how(Oreo’s(FB(page(differs(from( or( match( previously( studied( offline( and( online( brand( communities.( It( is( done( by(connecting( the( characteristics( and( benefits( of( brand( communities( in( general( with( the(dimensions(of(SM(and(relating(it(to(Oreo’s(FB(page.((

One(could(relate(the(issue(of(lack(of(shared(consciousness(expressed(to(the(dimension(of(scale(found(in(SM(based(brand(communities.(Oreo’s(FB(page(has(39.9(million(members(and,(thus(it(can(be(difficult( for( the(members( to(maintain(a(sense(of(belonging( to(all( the(other(members.(Moreover( it( can( be( discussed( whether( the( “liking”( of( a( page( reflects( the( same( sort( of(commitment,(as( found( in(other(brand(communities.( It( is( relatively(easy( to( like(pages(on(FB,(whilst( it( takes(much(more( effort( to( actually( find( a( relevant( offline( brand( community( or( an(online(brand( community.(But( 800(million(people( already(use(FB( for( information( searching,(hence( it( is( easier( to( like( a( page( in( the( same( platform( instead( of( committing( to( a( brand(((((((((((((((((((((((((((((((((((((((((((((((((((((((((17"Pseudonym"



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community( in(an(entirely(unknown(platform(on(the(Internet(or(even(commit(to(a(physically(and( geographically( bound( community.( Thus,( Oreo’s( FB( page( does( not( reflect( the( same(commitment( due( to( the( chosen( platform( of( FB.( However( it( could( also( be( said( that( the(community(lacks(this(marker(of(shared(consciousness(due(to(the(FMCG(categorization.(There(is(perhaps(a(difficulty(in(creating(a(shared(sense(of(belonging(to(the(brand,(while(the(category(indicates( lowînvolvement( from( the( customers.( But( why( are( people( then( liking( the( page?(Maybe( they( do( not( consider( the( page( to( be( an( actual( brand( community,( but( rather( they(perceive( the( fan( page( to( be(more( of( a( SM( based(website.( This( could( be( the( implication( of(having( a( firm^managed( brand( community,( as( it( still( upholds( a( certain( corporate( interest,(where(customerînitiated(brand(communities(do(not(have(an(advertising(interest.((

Meanwhile( the( use( of( non^verbal( communication( found( in( SM( is( too( impacting( the( absent(feeling( of( connectedness.( FB( provides( people( the( possibility( of( liking( and( as( found( in( the(analysis;(many(of(Oreo’s(customers(use(this(function.(Thus,(the(content(shared(on(Oreo’s(FB(page(does(not(reflect(same(richness(in(interaction(as(found(in(brand(communities,(where(the(only(possibility(of(acknowledging(other(members(is(by(using(verbal(communication(either(in(the(form(of(unwritten(or(written(communication.(This(lack(of(social(interaction(between(the(members( is( argued( to( result( in( the( lack( of( shared( consciousness,( while( the( “likes”( do( not(provide(deeper(insight(in(the(members(of(the(community(as(verbal(communication(does.((

The( analysis( shows( that( Oreo( does( not( invest( time( in( communicating( further( with( the(members( of( the( page,( beyond( the( function( of( “liking”,( signifying( unexploited( potential( for(building(stronger(relationships(with(the(customers.(This(untapped(potential(might(be( found(due( to( the( FMCG( categorisation,(while( the( strong( relationships( in(previously( studied(brand(communities(often(have(been(related(to(the(purchasing(process,(in(which(the(customers(have(sought(guidance.(Oreo’s(customers(do(not(seek(guidance(in(their(choice(of(purchase,(while(it(is(argued( to( be( lowînvolvement.( Instead(Oreo( could(utilise( the( interaction( on( the( FB(page( in(guiding(them(trough(recipes,(as(it(is(requested(by(one(of(the(customers(in(the(analysis.(Thus,(there(is(considered(to(be(a(difference(between(highînvolvement(and(lowînvolvement(brand(communities.(((

What(is(however(interesting,( is(the(consumption(traditions,(which(are(found(throughout(the(page.(Before(analysing(the(community,( it(was(assumed(that( lowînvolvement(products(were(not( as( tradition^bound( as( previously( studied( communities(with( highînvolvement( products.(But( the( analysis( indicates( that( members( of( Oreo( do( have( some( rituals,( when( eating( the(cookies,(which(might(be(significant( for(such(a( lowînvolvement(product.(The(predominately(use( of( English( by( members( is( arguably( connected( to( the( use( of( a( SM( platform.( However,(maybe( members,( who( are( non^native( English( speakers,( lack( a( sense( of( belonging( to( the(community(because(of(a(possible(lack(of(understanding?(This(must(be(considered(in(regards(to(using(FB(as(platform(for(building(a(brand(community.((



Page(26(of(29((

Lastly,(the(analysis(shows(cohesion(between(the(marker(of(moral(responsibility(and(benefits(of( having( a( firm^managed( brand( community.( Oreo’s( FB( page( is( being( used( as( an( extended(service(department,( in(which( the(members(help(each(other,( thus( it( is(a(benefit( for(both( the(customers( and( for( Oreo.( It( reflects( the( characteristic( of( a( brand( community( in( regards( to(moral( responsibility( for( other(members,( yet( it( could( also( be( seen( as( a( difference( between(previously( studied( offline( brand( communities( and( Oreo’s( FB( page.( FB( allows( people( to( be(connected( all( the( time,( and( making( it( more( convenient( to( use( as( an( extended( service(department( than(previously( studied(offline(and(online(brand(communities.(But(does( it( then(merely(reflect(an(extended(service(department(rather(than(an(actual(brand(community?((((

6. Conclusion!

Evidently,( the( interaction(on(Oreo’s(FB(page(does(not( reflect( all( three( characteristics(of( the(social( phenomenon,( brand( community.( There( seems( to( be( a( lack( of( shared( consciousness,(which( is( arguably( related( to( the(dimension(of( scale( found( in( SM(based(brand( communities.(The( research( reveals( that( the( members’( interaction( relies( on( a( heavy( use( of( non^verbal(commutation(in(the(shape(of(“liking”,(which(is(an(implication(for(using(FB(as(venue(for(online(brand( communities.( It( is( further( discussed( whether( the( interaction( on( the( page( merely(represents(an(extended(service(department(rather(than(an(actual(brand(community,(hence(it(would( be( interesting( to( discuss( this( matter( further( from( the( customers’( perspective.( The(analysis(did,(however(show(characteristics(of(rituals(and(traditions(and(moral(responsibility.(((

The(research(disconfirms(enhanced(relationship(between(the(brand(and(the(customers(based(on( the( analysis( of( interaction.( Oreo( does( not( seem( to( utilise( the( advantages( of( building( a(stronger( relationship( with( the( members( of( the( FB( page.( It( is( discussed( that( the( FMCG(categorisation(affects(this(untapped(potential(due(to(a(lack(of(involvement(in(the(purchasing(process.( There( is( moreover( no( evidence( suggesting( an( enhanced( relationship( between( the(customers( and( the( marketers.( Oreo’s( FB( page( does,( however,( reflect( some( of( the( evident(benefits(of(having(a(brand(community,(as(it(utilises(UGC(in(order(to(give(the(customers(a(sense(of( empowerment( and( establish( trustworthiness( of( its( own( existence.(Moreover( it( dwells( at(some( traditions( concerning( the( consummation( of( the( products,( maintaining( emotional(bounding.(((

All( of( the( dimensions( of( SM( based( brand( communities( are( evident( in( the( analysis( but( it( is(found( that( the( dimensions( often( have( implications( for( the( interaction( found( on( Oreo’s( FB(page.( The( combination( of( scale( and( content( is( found( to( be( an( obstacle( for( fostering( more(personal(interaction(and(due(to(a(lack(of(verbal(communication(there(does(not(seem(to(be(sign(of(utilising(the(unique(dimension(of(social(context(found(in(SM.((

6.1 Recommendations!for!further!research!

In( addition( to( the(questions( raised( in( the(discussion( section,( new( research(options( arise( to(address(the(limitations(of(this(study.(This(study(merely(observes(the(interaction(of(Oreo’s(FB(



Page(27(of(29((

page.( It( would( interesting( to( include( the(members’( perspectives( and( study( why( they( have(“liked”(a(given(FB(page,(in(order(to(investigate(whether(or(not(they(consider(fan(pages(to(be(actual(brand(communities.((

Conclusively(it(should(be(noted(that(this(thesis(is(rather(elaborative(in(its(research(approach,(as( it( provides( an( interpretation( of( how( members( of( Oreo’s( FB( page( interact,( and( thus,( it(functions( as( base( for( further( research.(While( it( digs( into( the( understudied( phenomenon( of(FMCG( brand( communities( it( is( highly( recommended( that( future( research( examine( brands(within(the(same(product(category,(using(different(case(studies,(to(put(results(into(perspective.(

( !



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HOME!ASSIGNMENTS,!PROJECT!REPORTS,!SYNOPSES!! …pure.au.dk/portal/files/86447586/201208536_BA_Thesis_W.O...A Case Story of Oreo Social Media based brand communities: BA thesis by