A netnography analysis of brand co-creation in online brand communities; Case study: Hiba

Background: Instagram, as one of the most popular social platforms, provides a suitable environment for interaction between brands and users. In this digital space, the concept of "brand co-creation," which refers to the active participation of users in the formation and enhancement of brand value, has gained particular significance.Aims: This study aims to propose a brand co-creation framework within the online communities of brands active on Instagram.Methodology: This study adopts a netnographic strategy to develop a framework of brand co-creation in online communities. In this regard, the Instagram page activities of the Hiba brand over the past year were analyzed. In addition, interviews were conducted with ۱۲ followers of this page who had actively participated in co-creation activities.Findings: The identified themes under the dimension of transparency in brand co-creation include: valuable content, creative and distinctive content, educational and useful content, interactive and participatory content, storytelling content, customer orientation and trust-building, digital empathy, emotional and affective interactions, and behavioral and practical interactions. In the dimension of tools for brand co-creation, the identified elements include posts, likes, comments, liking comments, stories, direct messages, polls, sharing, and Instagram Lives. Furthermore, the themes extracted under the dimension of risk and benefit of brand co-creation consist of hidden burdens and gaps, both material and spiritual. Communication failures, communicative inefficiencies, lack of information, communication errors, trust cues, positive and effective responsiveness, authenticity and transparency, and purposeful communication are among the themes related to the transparency dimension.Conclusion: Interactions in online brand communities are influenced by the content presented and the nature of communication. Brands must reinforce consumer trust by delivering valuable and creative content. Various tools such as likes, comments, and polls assist brands in engaging more collaboratively with consumers. Brand co-creation has both advantages and disadvantages, necessitating intelligent management to evolve into a successful strategy. Additionally, the clarity of interactions is affected by various factors that can influence consumer trust and satisfaction.

کلیدواژه ها:

brand co-creation ، Instagram ، Netnography ، Online Communities