Theories For Using Twitter Essay

4001 WordsJan 10, 201117 Pages
This research aims to understand the postmodern consumer and how they bring meaning to their life through participation in online social network sites and their associated brand communities. From this understanding, marketers will be able to better use social network sites and their associated communities as effective branding tools. The discussion begins with a review of literature regarding the postmodern consumer, outlining two different views of postmodern society. This brief description of the postmodern consumer leads to the discussion of how consumers add meaning to their lives through consumption. Hirschman and Holbrook (1982) highlight the importance of the experiential aspects of consumption, and Belk (1988) describes how the consumption of our possessions contributes to the construction of our extended self. Elliott and Wattanasuwan (1998) extend on Belk’s (1988) argument, proposing that brands are symbolic resources for the construction of both self identity and social identity. Not only do consumers consume brands in order to construct their identity, but Fournier (1998) proposes that consumers become attached to brands and develop relationships with brands. This leads to the discussion of the phenomenon of postmodern brand community and how it influences consumption behaviors and motivations. Cova (1997) introduces the notion of the linking value of consumption, which is followed by a deeper look at the phenomenon of brand community within the postmodern age. The reviewed literature regarding community includes Schouten and McAlexander’s (1995) notion of subcultures of consumption, and Belk and Gulner’s (2005) brand cult. This is followed by an introduction to Muniz and O’Guinn’s (2001) concept of brand community. McAlexander, Schouten and Koenig (2002) build on Muniz and O’Guinn’s brand community idea, proposing an extension of the brand community

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