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Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community

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Abstract

Brand communities are becoming increasingly popular online. The current study examines the Weight Watchers online brand community to understand the role consumer engagement plays in shaping brand meaning and how brand meaning is transferred through computer-mediated content. Social and cultural meanings are discussed. Practical implications for brand strategies are included and also how to engage consumers with content delivered through online communities.

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Authors and Affiliations

  1. Department of Advertising, Public Relations and Media Design, University of Colorado – Boulder, 478 UCB, 1511 University Ave, Boulder, 80309-0478, CO, USA

    Erin Willis

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  1. Erin Willis
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  2. Ye Wang
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Willis, E., Wang, Y. Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community. J Brand Manag 23, 457–471 (2016). https://doi.org/10.1057/bm.2016.16

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  • DOI: https://doi.org/10.1057/bm.2016.16

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