Analysis of the state of the art of online communities linked to commercial brands, starting from the theories of the community of classical sociology to arrive at the study of relations in cyberspace. The thesis includes a study on the field of online brand communities related to the Fantic Motor brand, through a "mixed methods" approach with quantitative analysis based on social network analysis and qualitative content analylis and categorical analysis to investigate the perceived value and the generated relationships from the communities.
Online brand communities: studio della comunità Fantic Motor
MOSCHIN, MASSIMILIANO
2019
Abstract
Analysis of the state of the art of online communities linked to commercial brands, starting from the theories of the community of classical sociology to arrive at the study of relations in cyberspace. The thesis includes a study on the field of online brand communities related to the Fantic Motor brand, through a "mixed methods" approach with quantitative analysis based on social network analysis and qualitative content analylis and categorical analysis to investigate the perceived value and the generated relationships from the communities.File in questo prodotto:
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