Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Social-networkers of the world, unite and take over
T2 - A meta-introspective perspective on the Facebook brand
AU - Patterson, Anthony
PY - 2012/4
Y1 - 2012/4
N2 - Every marketer knows that the hottest barometers of popular culture are social networking sites like Facebook. Along with other forms of computer mediated communication, they have transformed consumers from silent, isolated and invisible individuals, into a noisy, public, and even more unmanageable than usual, collective. At the same time, grappling with social media strategies has been difficult for many companies. By adopting a meta-introspective approach, this paper attempts to synthesize the insights garnered from a large collection of introspective essays about Facebook penned by the very consumers for whom it was invented. Ultimately, the paper illuminates the dynamics of the Facebook brand, and illustrates how a meta-introspective approach can potentially be of utility to consumer researchers.
AB - Every marketer knows that the hottest barometers of popular culture are social networking sites like Facebook. Along with other forms of computer mediated communication, they have transformed consumers from silent, isolated and invisible individuals, into a noisy, public, and even more unmanageable than usual, collective. At the same time, grappling with social media strategies has been difficult for many companies. By adopting a meta-introspective approach, this paper attempts to synthesize the insights garnered from a large collection of introspective essays about Facebook penned by the very consumers for whom it was invented. Ultimately, the paper illuminates the dynamics of the Facebook brand, and illustrates how a meta-introspective approach can potentially be of utility to consumer researchers.
U2 - 10.1016/j.jbusres.2011.02.032
DO - 10.1016/j.jbusres.2011.02.032
M3 - Journal article
VL - 65
SP - 527
EP - 534
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 4
ER -