Building on the extant research on branding and social media, this study examines the nature of an online brand community as a B2B brand communication platform through netnographic analysis of the CISCO LinkedIn Group discussions. The empirical analysis yielded four distinct themes characterizing B2B brand communication within the online community that contribute to the existing theory: company employees’ persuasive communication, company employees’ communal communication, community members’ persuasive communication and community members’ communal communication.
Mäläskä, Minna and Nadeem, Waqar, "Examining the Nature of an Online Brand Community as a B2B Brand Communication Platform: A Netnographic Analysis of the CISCO LinkedIn Group" (2012). BLED 2012 Proceedings. 19.