THE PROCESS OF GROWTH AND DEVELOPMENT OF A BRAND COMMUNITY AS A SOCIAL MOVEMENT

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

Author: 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 research identifies factors that can influence the acceleration of a new community to quickly grow and develop. Using a grounded theory approach, research data was obtained by in-depth interviews with 16 informants from two large communities. The results of the research show that there are three processes experienced by the community, which initially was just a collection of a few consumers who consumed the same brand, turning into a large community that was accepted by society. These three processes consist of (1) Difference (Differentiation); (2) Building legitimacy (Legitimacy Building); (3) Mobilization. Researchers also found that these three processes run simultaneously and support each other, coupled with the existence of written and unwritten norms (normative community preasure) which direct community members to act according to their 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/