One mode of interaction is the subreddit link, which occurs when a user makes a direct reference to a subreddit in another community. On Reddit, individual subreddits are used to organize content and connect users. CMO/CBOs provided with this information (mapping) may now develop communication strategies more effective, benefiting from the advantages that brand communities enable, in any case, taking into account the warnings rose by Fournier and Lee (Harv. The latter results allow to identify the online brand community members that are essential for supporting the network. The results reveal that (1) the categories of most of the interactions (posts and comments) among r/intel members are “assisting” and “mingling” and (2) the network is not dense, is centered, and relies on few members that concentrate the outdegree, indegree, and edge betweenness highest values. The target of the study is the subreddit r/intel which contains publicly accessible posts and comments around one specific brand. For such purpose, the study assumes the “virtual brand community engagement practices” (VBCEP) framework and uses UCINET for social network analysis.
This study aims to explore whether online brand communities, characterized with engagement and social network analysis, may yield useful information for CMO/CBOs, so they may improve marketing communication.
The best of our knowledge, this represents the largest-scale study of Reddit's The results presented in this work are based on anĪnalysis of all submissions to Reddit from 2008-2012 (almost 60 mio posts). Large, our investigations suggest that Reddit has transformed itself from aĭedicated gateway to the Web to an increasingly self-referential community thatįocuses on and reinforces its own user-generated image- and textual content Our analysis reveals anĮver-increasing diversification of topics accompanied by a simultaneousĬoncentration towards a few selected domains that submissions link to. Perception of submissions have changed on Reddit. Over time and (ii) how the community's allocation of attention and its
In this paper we study (i) how user submissions have evolved Small community of users into one of the largest online communities on the In the past few years, Reddit - a community-driven platform for submitting,Ĭommenting and rating links and text posts - has grown exponentially, from a
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