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Brand communities on social media : a case study of microblog hosted by BenQ in Taiwan

The importance of social media is growing day by day because consumers
increasingly use online platforms to facilitate social interaction. One new form of social
media is microblog. The real time and ubiquitous communication that can deliver to a
network of people is a great benefit for marketers to build online brand communities. The
paper investigates the communication between the company and consumers based on
BenQ’s case in Taiwan. The focuses lie in addressing the types of topic, techniques for
marketing purposes and eWOM. These findings should assist marketers and academics in
their understanding of brand communities on social media. / text

Identiferoai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2009-12-650
Date20 August 2010
CreatorsWu, Ying-chin
Source SetsUniversity of Texas
LanguageEnglish
Detected LanguageEnglish
Typethesis
Formatapplication/pdf

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