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How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management

Author

Listed:
  • Nusser, Stefanie
  • Mahle, Irene
  • Pätzmann, Jens U.

Abstract

Dieser Artikel befasst sich mit Social Commerce, der Fusion von E-Commerce und Social Media. Kurz gesagt: Social Commerce verknüpft Kunden dort, wo sie einkaufen und hilft Menschen dort zu kaufen, wo sie vernetzt sind. Durch beide Richtungen, Menschen zu binden, entsteht eine Community und darüber hinaus gibt es besondere Beziehungen innerhalb der Gruppe. Daher ist dieser Artikel sowohl eine theoretische Diskussion über den Aufbau von Markenloyalität in Social Commerce-Foren und, um Praxisbezug herzustellen, eine Untersuchung, wie gut Nike darin ist, diese in seinem Social Commerce zu implementieren. Ausgehend von der Hypothese, dass Markenforen die Markentreue erhöhen, wird die Kommunikation der Social Commerce Community von der Nike+ Fuelband Deutschland Facebook Fanseite in Bezug auf ihren Nutzen, um die Loyalität der Marke Nike zu fördern, gründlich analysiert. Zusätzlich wird sich die Analyse auf die Beziehungen innerhalb des Forums stützen. Nike kommuniziert Social Commerce über acht Wege, die einen positiven Einfluss auf die Markentreue der Kunden haben. Die acht inhaltlichen Kategorien von Nike+ Fuelband Deutschland, in denen die Community motiviert wird, aktiver zu leben, erfüllen die Anforderungen aller BCQ-Indexfaktoren. Folglich unterstützt Nike die Beziehungen zwischen den Kunden, der Marke und innerhalb der ganzen Community.

Suggested Citation

  • Nusser, Stefanie & Mahle, Irene & Pätzmann, Jens U., 2015. "How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management," Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding, issue 4/2015, pages 48-57.
    • Handle: RePEc:zbw:hnumbr:178303
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    References listed on IDEAS

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