온라인 브랜드 커뮤니티의 수명주기(CLC)에서 관계의 의미와 행태에 대한 현상학적 고찰

초록

Most previous studies assume Online Brand Communities(OBCs) a static object without adopting longitudinal views. This study focused on relationship meaning and pattern among members in Online Brand Community Life Cycle(CLC) through the qualitative approach. For a year and seven months, the author analysed members’ postings and their interacting relationships qualitatively. Members within an OBC interact with each other and their relationships wax and wane over time With the result, five stages of evolving relationships were found and their specific meaning and patterns of ‘relationship’ among members were reported by stage. As a descriptive and interpertivist study, several suggestions for following studies in this area and strategic implications for practitioners are yielded.

키워드