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Consumer Participation in Brand Revitalization on Social Media Platforms

Consumer Participation in Brand Revitalization on Social Media Platforms

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INTRODUCTION ............................................................................................... 6! 1.1! Bringing back dead brands in the era of social media ..................................... 6! 1.2! Problem setting and research objectives ......................................................... 8! 2! CONSUMERS REVITALIZING BRANDS ON SOCIAL MEDIA ................ 11! 2.1! Decline and death of a brand ....................................................................... 11! 2.2! The concept of brand revitalization .............................................................. 12! 2.3! Features of revitalized brands ...................................................................... 14! 2.3.1! Nostalgia ...................................................................................... 15! 2.3.2! Brand heritage .............................................................................. 19! 2.3.3! Brand superiority ......................................................................... 21! 2.4! Consumer participation in brand revitalization online .................................. 22! 2.4.1! Brand-related participatory activities on social media platforms ... 24! 2.4.2! Brand publics ............................................................................... 27! 2.4.3! Brand resurrection movements ..................................................... 28! 2.5! Synthesis of the theoretical framework ........................................................ 29! 3! CONDUCTING THE RESEARCH ................................................................. 33! 3.1! Research philosophy .................................................................................... 33! 3.2! Research strategy......................................................................................... 34! 3.2.1! Netnography on Twitter ..............................................................

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