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AbstractWhy work in brand communities
Young-Shin Sung, Ph.D. / Professor,
Dept. of psychology, Korea University
The purpose of this study was to psychologically analyze the nature of brand communities made by people who like brands and make communities in order to form social relationships online. Interpretative analysis was done subject to 12 different car brand communities on the internet site, Daum, to find out what activity each member does within a community, the psychological motivation in doing such an activity, and what kind of psychological experience is done. The articles written on the community notice boards can be divided up into 4 major categories; articles about the brand, the relationship between different constituent, enterprise and government, and also about the society. As a result of reading through the articles and examining the activities each member does within the com- munity in detail, a conclusion was made in 6 different categories. Attachment to the brands, buy, sell and exchange of a product, exchanging information, social relationship, investigation of consumers rights and interests, and service to society. Lastly, further psychological analysis was made on why the members do such an activity and what kind of experience is necessary to achieve this.
Key Words : Brand, Brand community, Interpretative analysis |
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