Online brand communities: the Fantic Motor case

Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Massimiliano Moschin
Publishing Year 2020 Issue 2019/58
Language Italian Pages 19 P. 44-62 File size 481 KB
DOI 10.3280/SC2019-058003
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This paper analyzes the relationships that develop within online brand communities, addressing issues such as community theories, cyberspace, branding and online relationships. Field research involved Fantic Motor, the historic Italian motorcycling brand of the 70s and 80s of the last century, famous for the Caballero model. For the research, a mixed methods solution was used, which included a quantitative component using social network analysis and qualitative research using digital ethnography and content analysis. The part of SNA was carried out within groups on Facebook, while the qualitative part within a forum entirely dedicated to the brand: Fantichistisettanta.

Keywords: Community, brand, online, Fantic Motor, relations, cyberspace

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Massimiliano Moschin, Comunità di marca online: il caso Fantic Motor in "SOCIOLOGIA DELLA COMUNICAZIONE " 58/2019, pp 44-62, DOI: 10.3280/SC2019-058003