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Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community

Author

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  • Erin Willis

    (Public Relations and Media Design, University of Colorado – Boulder)

  • Ye Wang

Abstract

Brand communities are becoming increasingly popular online. The current study examines the Weight Watchers online brand community to understand the role consumer engagement plays in shaping brand meaning and how brand meaning is transferred through computer-mediated content. Social and cultural meanings are discussed. Practical implications for brand strategies are included and also how to engage consumers with content delivered through online communities.

Suggested Citation

  • Erin Willis & Ye Wang, 2016. "Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 457-471, July.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:4:d:10.1057_bm.2016.16
    DOI: 10.1057/bm.2016.16
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    References listed on IDEAS

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    Cited by:

    1. Isaac Owusu Asante & Yushi Jiang & Xiao Luo & Martinson Ankrah Twumasi, 2022. "The Organic Marketing Nexus: The Effect of Unpaid Marketing Practices on Consumer Engagement," Sustainability, MDPI, vol. 15(1), pages 1-24, December.
    2. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    3. Shirley Leitch & Elizabeth Merlot, 2018. "Power relations within brand management: the challenge of social media," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 85-92, March.
    4. Laurence Dessart & Grégory Bressolles, 2023. "Intensity of collective consumption practices in brand communities: the case of crossfit," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 227-244, May.

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