Title: THE PROCESS OF GROWTH AND DEVELOPMENT OF BRAND COMMUNITIES AS A SOCIAL MOVEMENT

Authors: AZMIL CHUSNAINI

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Using social movement theory, this study identifies factors that can influence the acceleration of a new community to grow and develop rapidly. With a grounded theory approach, research data was obtained through in-depth interviews with 16 informants from two large communities. The results of the study indicate that there are three processes experienced by the community, which initially was only a small group of consumers who consumed the same brand, turning into a large community that is accepted by society. These three processes consist of (1) Differentiation; (2) Legitimacy Building; (3) Mobilization. The researcher also found that these three processes run simultaneously and support each other, coupled with the existence of written and unwritten norms (normative community pressure) that direct community members to move in accordance with the goals. Managerial and academic implications are also explained on how to build and develop a community that can provide benefits for the company.

Keywords: Brand community, strategic marketing, social movement theory

Sources: http://repository.unair.ac.id/37076/