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A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes

A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes

Anandan Pillai, Kalpana Chauhan
Copyright: © 2015 |Volume: 11 |Issue: 3 |Pages: 17
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781466676053|DOI: 10.4018/ijebr.2015070101
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MLA

Pillai, Anandan, and Kalpana Chauhan. "A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes." IJEBR vol.11, no.3 2015: pp.1-17. http://doi.org/10.4018/ijebr.2015070101

APA

Pillai, A. & Chauhan, K. (2015). A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes. International Journal of E-Business Research (IJEBR), 11(3), 1-17. http://doi.org/10.4018/ijebr.2015070101

Chicago

Pillai, Anandan, and Kalpana Chauhan. "A Netnographic Analysis of Facebook Content Strategy of World's Top 10 Management Institutes," International Journal of E-Business Research (IJEBR) 11, no.3: 1-17. http://doi.org/10.4018/ijebr.2015070101

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Abstract

This research paper analyzes the content strategy of World's top 10 management institutes that they followed on Facebook to understand the importance of content strategy in building brand communities. It uses the Netnographic approach to analyse the content strategy and establishes that the content context i.e. its relevance to the community matters the most in building strong community. This research would fill the gap that existed in the brand community literature where researchers hardly discussed about relevance of content strategy in brand's social media strategy.

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