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dc.contributor.advisorBallantyne, David
dc.contributor.advisorBiggemann, Sergio
dc.contributor.authorYuksel, Kamer
dc.identifier.citationYuksel, K. (2018). A New Understanding of Brand Development through Social-Actor Engagement (Thesis, Doctor of Philosophy). University of Otago. Retrieved from
dc.description.abstractRecent years have seen a growing scholarly call for a new conceptualization of brand development as an interactive, co-creative and network-based process, in which customers adopt more active roles. These active roles are posed as different from those previously envisioned by services and relationship marketing scholars, which were more often contextualized in a dyadic and organizationally-biased way (e.g. service encounters, customer-brand touchpoints). Rather, increasingly, a different set of participative and collaborative roles are indicated and typified by the notion of engagement. However, there is much theoretical ambiguity surrounding engagement, and a limited empirical understanding of the process of brand development in which engagement is becoming a central notion. This thesis aims to fill these knowledge gaps. To achieve its aims, this thesis adopts a multi-case study approach and uses diverse data gathering and analysis techniques, including in-depth interviews with brand managers, naturalistic observation of social media and brand community sites, as well as big data analysis of Twitter interactions involving 444,709 tweets over the span of two and half years. Taking social constructionist ontology and employing interpretive epistemologies grounded in hermeneutics, this thesis makes three key contributions to the literature. These are: (1) the introduction of social-actor engagement as a new analytical framework for understanding the new active roles of not just customers but a broad range of social actors; (2) explanation and comparison of two distinct marketing approaches to brand development (i.e. social customer relationship management and brand co-creation) through the lens of social-actor engagement; and, (3) further theorization of brand co-creation as a contemporary model of brand development in an engagement eco-system context.
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectsocial-actor engagement
dc.subjectbrand development
dc.subjectsocial media
dc.subjectbig data
dc.subjectmixed-method research
dc.subjectengagement eco-system
dc.subjectbrand co-creation
dc.subjectbrand narratives
dc.subjectsocial customer relationship management
dc.subjectcase study
dc.subjectmultiple case study
dc.subjectqualitative research
dc.subjectbrand community
dc.titleA New Understanding of Brand Development through Social-Actor Engagement
dc.language.rfc3066en of Philosophy of Otago
otago.openaccessAbstract Only
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