Innovative Activities within Online Brand Community: A Grounded Analysis Based on Netnography

被引：0
|
作者：
Wang Xiaochuan [1 ]
机构：
[1] Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China
来源：
PROCEEDINGS OF THE 9TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT | 2012年
关键词：
Brand Community; Innovative Activity; Netnography; Coding;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Online community has been proved to be a new source of innovation by many scholars. But, innovative activities within online brand community attracted few academic studies. This paper uses netnography to collect data and analyzes by coding based on grounded perspective. 16 key activities are identified to be innovation relative according to their frequency of importance. These activities are involved the three major stages of innovation process, idea generation, developing and testing, and launch and marketing, and the brand community members are most active innovators in idea generation.
引用
收藏
页码：272 / 276
页数：5
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