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dc.contributor.authorSeo, Hyunjin
dc.contributor.authorHarn, Ren-Whei Joanna
dc.contributor.authorHusain, Salman
dc.date.accessioned2017-10-26T17:27:03Z
dc.date.available2017-10-26T17:27:03Z
dc.date.issued2017-01
dc.identifier.citationSeo, Hyunjin, et al. “Facebook Brand Communities and Social Capital.” Athens Journal of Mass Media and Communications, Jan. 2017.en_US
dc.identifier.urihttp://hdl.handle.net/1808/25209
dc.description.abstractThis study examines the role of social media-based marketing in generating social capital by analyzing wall posts and comments on Facebook pages of a for-profit social enterprise (TOMS) and a conventional for-profit company (Sperry Top-Sider). Our content analysis shows that compared to the Sperry Facebook page, the TOMS Facebook page featured a higher proportion of wall posts involving community engagement and social issues. While aspects of bonding social capital were most prominent in both Facebook pages, the TOMS online community was more likely to generate bridging social capital than the Sperry online community. These results suggest that the social entrepreneurship aspect of TOMS contributes to information exchanges between weak ties and forging of new ties via its brand community on Facebook. This research enhances our understanding of differences and similarities between for-profit social enterprises and conventional for-profit companies in use of social media for public relations and their implications for creating a dialogic space essential for facilitating development of social capital.en_US
dc.publisherAthens Institute for Education and Researchen_US
dc.relation.isversionofhttps://www.athensjournals.gr/ajmmc/past/v3i1en_US
dc.rightsAthens Journal of Mass Media and Communications is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.en_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/en_US
dc.subjectBrand communityen_US
dc.subjectMarketingen_US
dc.subjectFacebooken_US
dc.subjectSocial capitalen_US
dc.subjectSocial enterpriseen_US
dc.titleFacebook Brand Communities and Social Capitalen_US
dc.typeArticleen_US
kusw.kuauthorSeo, Hyunjin
kusw.kudepartmentJournalismen_US
dc.identifier.orcidhttps://orcid.org/0000-0002-3312-8794
kusw.oaversionScholarly/refereed, publisher versionen_US
kusw.oapolicyThis item meets KU Open Access policy criteria.en_US
dc.rights.accessrightsopenAccess


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Athens Journal of Mass Media and Communications is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Except where otherwise noted, this item's license is described as: Athens Journal of Mass Media and Communications is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.