... 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...

... of such strategies on users. Dino A. Villegas can be contacted at: dino.villegas@ttu.edu 31 10 2019 24 08 2020 26 01 2021 20 05 2021 27 05 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Netnography Social media branding...

... Limited 2017 Emerald Publishing Limited Licensed re-use rights only Web 2.0 Netnography Online brand communities Sub-tribes Tribes Most of the consumers value the brand for its functional and symbolic benefits, and a compliant relationship with the brand leads consumers to look...

...-/negatively-valenced BE, this paper extends current insights in the branding/marketing literatures, thus contributing to managers and scholars. Netnography Brand engagement Conceptual model After gaining traction in the business practice literature, the “brand engagement” (BE) concept has started...