消费者、社区和品牌社区正在讨论中

Eduardo Santos Rocha Zafaneli, I. Troccoli, P. Scatulino
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引用次数: 0

摘要

本理论研究旨在通过对近期或开创性作者的文献回顾,验证消费者社会化、参考群体和品牌社区的营销学术研究的现状。对这些观点进行了批判性分析,表明在群体和个人之间的关系中,在共享环境中的社会表征以及社会互动所发挥的作用,对于社会群体的存在和生存至关重要。因此,有证据表明,社区的力量与其成员之间的互动和交流的集中程度成正比,这种互动被定义为具有相同背景、社会或兴趣和习惯的个人之间的交换和共同创造的社会过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
CONSUMIDOR, COLETIVIDADE E COMUNIDADES DE MARCA EM DISCUSSÃO
This theoretical study aims to verify the current state of the art of marketing academic research on consumer socialization, on reference groups and on brand communities through a literature review of recent and or seminal authors. A critical analysis was performed on these ideas, which indicated, in the relationship between the group and the individual, the role key played by both social representations within the sharing context, as well as social interaction, considered vital for the existence and survival of a social group. Consequently, it was evidenced that community strength is proportional to the concentration of its interaction and of its communication between its members, this interaction being defined as a social process of exchange and of co-creation between individuals who share the same context social or interests and habits.
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