... overlooks social media content creators (SMCCs). The purpose of the study is to uncover and understand the role of content creators in image restoration; the netnography of the Depp v. Heard trial reveals how SMCC coverage shaped attitudes, highlighting their critical role in celebrity brand crises...

... an entirely separate brand entity to provide sponsorship, and to associate itself with new brand values. This study employs a multisited netnography through which the posts and conversations on Mission Winnow’s platform and website hub are captured and interpreted, as well as the branded content and the free...

... formation associated with different categories of interactions within a social media brand community. Design/methodology/approach The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were...

... and behavioral. Altruistic behaviors, creation of sharing content on a regular basis OBCs Different OBC (sports brands, mobile devices and automobiles) Netnography Social media branding strategies Hispanic marketing Online brand community Cultural identity Social media Facebook Brand...

... brand community dedicated to Apple. Apple is famous for its devoted customers and is often used to emphasize the value of brand communities (Muniz and Schau, 2005). To explore the online brand community, a netnographic research is applied. Netnography has been defined as “ethnography adapted...

... managers need to have an understanding of. © Emerald Group Publishing Limited 2014 Netnography Brand engagement Conceptual model After gaining traction in the business practice literature, the “brand engagement” (BE) concept has started to transpire in the academic marketing...