What is it about?
The aim of this study is to analyze the characteristics of a subculture of consumption organized towards a nostalgic brand on a social media platform. More specifically, we examine the role of nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group. The data collection was carried out by following interactions among members of a Facebook community for seven months. Besides this, field observations and interviews were also considered in the analysis. Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits, and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand.
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Why is it important?
Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in online brand communities.
Perspectives
Online brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups. Nostalgia has shown to be the core element that connects people with the brand and that motivates members to participate in this online community.
Dr. Clara Koetz
ESC Rennes School of Business
Read the Original
This page is a summary of: Nostalgia in online brand communities, Journal of Business Strategy, May 2016, Emerald,
DOI: 10.1108/jbs-03-2015-0025.
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