The Nature of Fandom and Shared Power in the Social Environment
Participating in a brand community has no barriers to entry; anyone can join in a brand conversation on social media channels. Not every brand fan will engage in consumption of the product. In the marketing literature, repeat purchase is equivalent to loyalty and requires brand managers to rethink the metrics they use to define brand success. Loyalty is defined as “a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior.”1 For necessity products, ...
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