Social media for social good: Value creation in social media based cause brand communities

Sorensen, Anne (2015) Social media for social good: Value creation in social media based cause brand communities. PhD thesis, Queensland University of Technology.


This thesis presents a case study of value creation in the social media based brand communities of two Australian cause organisations. It improves understanding of how value is created in this increasingly important environment by examining participants' posts and practices, organisational strategies and supporters' perceptions of value creation. The thesis shows that while value creation is complex, value is generated for supporters and organisations alike, and positively influences the outcomes for recipients of the vital services provided by the cause organisations. Value creation in this context thus manifests social good for supporters, service recipients and society at large.

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43 since deposited on 22 Jan 2016
43 in the past twelve months

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ID Code: 91391
Item Type: QUT Thesis (PhD)
Supervisor: Drennan, Judy, Andrews, Lynda, & Watson, Jason
Keywords: Value creation, Value co-creation, Social media, Service logic, Brand communities, Causes, Altruism, Social Good, Wellbeing, Cause organisations
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 22 Jan 2016 05:42
Last Modified: 16 Feb 2016 23:44

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