Social Media in the Marketing Context

Index

A

Actor–network theory, 52

Altruism, 49–50

Ask.fm, 25

Audience, 15

B

Balance theory, 59–60

Blogs/blogging, 21–22

Brand tribes, 86–87

C

Co-creation, 16–18, 21, 44, 50–52

Cognitive dissonance, 59–60

Collaboration, 42–43

Community(ies)

heterogeneous, 52, 54, 66, 140–142

online brand, See Online brand communities (OBCs)

and self, 103–107

transcendent, 50–52

Company–community identifications, 47–48

Connected customer lifetime value (CCLV), 57

Consciousness, shared, 112

Consumer characteristics, 56–59

Consumer–community identifications, 47–48

Consumer culture theory, 83–84

Consumer socialization, 56

Consumption values, 55–56

Conversation, 42–43

Crowd-based power, 18–19

Cultural dimensions theory, 79–80

Culture, 79

importance of, 79–81

Customer acquisition, ...