The Level and Nature of Interactivity of the Top Athletic Apparel Companies: Nike, Reebok, Under Armour, & Addidas

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2014-01-15
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Henao, Vanessa
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University of Hawaii at Manoa
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Technology has opened many doors and has changed many traditional ways of our lives. Ever evolving advances in technology have imposed challenges in creating web-based brand communities, which have a drastic impact on consumer behavior. Recent efforts of large companies have been focused on the phenomena of online brand communities: which are non- geographically bound communities- those that are formed based on attachment, social relationships and common interest in a certain brand, product or service. This thesis gathers data from literature reviews to take a deeper look at online brand communities by conducting content analyses and assessing qualitative data gathered from those consumer-driven web communities of Nike, Reebok, Adidas, and Under Armor regarding the functioning of these communities, their alternative design process and the factors that affect consumer participation and incentive. The importance of analyzing the behavior of members is colossal, considering that online brand communities solely depend on their voluntary members to operate and function effectively. This paper also discusses the concepts of homogeneity among online groups and heterogeneity amongst its members; thereby explaining the strategies that are used to motivate each member to participate. . It is essential and impressive to understand how managers have applied concepts of incentives in creating their online brand communities. Lastly, this paper will compare and contrast the design of each brand community and the nature of their interactivity within each community.
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45 pages
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