By Sandra Meister
Do model groups rather paintings for FMCG? Can shoppers inquisitive about model groups be characterised by way of particular behavioral attributes? Are there major transformations among contributors and people shoppers who're easily vacationing the brand-community web site? And do the participants exhibit a better point of shopper retention as these non-member? In her research Sandra Meister derives a suite of behavioral attributes correct for brand-community contributors. via a importance try and a structural equation version, she examines the behavioral profile of brand-community individuals and compares the consequences with brand-community non-members. also, she investigates the influence of the behavioral attributes at the functionality degree ‚customer retention‘. ultimately, she formulates leanings and advice for brand-community management.
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Do model groups rather paintings for FMCG? Can shoppers fascinated by model groups be characterised by means of particular behavioral attributes? Are there major variations among participants and people shoppers who're easily traveling the brand-community website? And do the contributors express the next point of purchaser retention as these non-member?
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Additional resources for Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer
42 115 Fig. 116 Two ge eneral types can be found in practice e: open access or members-only accesss. The first type, open acce ess, allows both members and non-members access to the community site, at a least for information-gathering purrposes. Anyone can access almost all sections s of the brand community in a reading-only mode, although in mosst cases they are not allowed to up pload their own content. Closed-brand communities offer access to their members only, and purposely exclude non-m members.
On the one hand, new media results in isolation and a sense of strong individualization, because face-to-face and real-time contact is no longer needed for communication. 56 51 Muniz / O’Guinn (2001), p. 413. Muniz / O’Guinn (2001), p. 421. 53 Muniz / O’Guinn (2001), p. 413. 54 Cf. Algesheimer (2006), p. 48 55 Cf. Algesheimer (2006), p. 66 56 Cf. Cova / Cova (2002), p. 596. 52 22 Muniz and O’Guinn write that a “community became more than place. ”57 Communities seem to become the online extension of the stage of social life.
To identify the key differrentiators, the author performed a con ntent analysis of leading FMCG online brand communities. Herewith, five key categories and community could be identified characterizing the different types of bra actice: approaches found in pra • Initiator of the brand community, • Content leaderhip, • Type of access, • Online vs. offline, • Host. Figure 8 summarizes the findings of the content analysis.. The following erentiators. sections provide further information about the each of the diffe Fig.