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Title: Exploring the culture of an online brand community: A study of a Korean Apple MacBook user community
Keywords: online brand community, CMC, Goffman, consumer culture
Issue Date: 7-Jul-2010
Citation: KIM GYEONGMIN (2010-07-07). Exploring the culture of an online brand community: A study of a Korean Apple MacBook user community. ScholarBank@NUS Repository.
Abstract: Consumers have formed numerous brand-related and consumer communities in computer-mediated environments (CMEs). Members of these communities increasingly participate in brand-related communication. They have become more active than traditional consumers in the mass media environment and have built a culture in cyberspace. This thesis aims to improve our understanding of Korean Apple MacBook consumer culture in an online brand community. Based on a consumer-centric approach, Goffman?s dramaturgy framework is used to examine consumers? self-presentation performance and interactions within the community. Netnography, an ethnographical research method applicable to CMEs, is used for the study. The findings show that Korean Apple MacBook consumers present themselves, and interact with other members, by posting representative brand photos and stories about their everyday lives. In doing so, they fabricate brand meanings and create positive face. The members? brand meaning-making efforts construct symbolic meanings as aesthetic and distinctive objects. Furthermore, their interactions around the brand portrait photo construct an idealized brand consumption style. These consumers? brand-related interactive communication produces good taste as a form of cultural and social capital to influence members? standing within the community. In addition, they build community rituals ? coordination, community terms, and restrictions ? to preserve the community?s identity through its members? communal interactions.
Appears in Collections:Master's Theses (Open)

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