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2011/2012  KAN-CM_A203  Social Networks and Marketing Relationships

English Title
Social Networks and Marketing Relationships

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Semester
Course Period Autumn
Please see e-campus
Time Table Please see course schedule at e-Campus
Max. participants 70
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Niels Kornum - Department of Marketing
Administration: Merete Skaalum Lassen - ml.marktg@cbs.dk
Main Category of the Course
  • Marketing

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
At the end of the course the excellent student is expected to be able to:
1. Based on the models, concepts and theories presented throughout the course to be able to discuss the complexities inherent in this literature
2. Apply these models singly or combined to fit selected business cases situation under study
3. Identify and analyze the relationship between relevant models, concepts and theories from curriculum
4. Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
Oral exam on the basis of a miniproject (individual or in groups of 2-4 students).
Social Networks and Marketing Relationships:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Winter Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 20 Minutes

Course Content

Consumers have increasingly become active online during the last twenty years and besides the whopping 600 mill. Facebook users worldwide, consumers engage in a multitude of different social networks and online communities with many different purposes, for instance, celebrating a brand, innovating, sharing a hobby, online gaming, videos, etc. On this background, it becomes increasingly important how companies can relate to social networks/ communitiesin order to create value in a long term perspective. First of all companies need to know the different reasons why and how consumers participate in social networkactivities, why do they share ideas, innovations, brand experiences, etc. and what cultures and processes develop these communities.It is an important precondition to get sufficient insight in these areas before firms begin to form a marketing strategy that includes how to relate to these communitiesand social networks. Consumers today have a lot of tools online that make them much more knowledgeable and critical receivers of marketing communication. In addition, negative Word-of-Mouth (WOM) spread very fast online e.g. on Twitter, blogs, social networks, etc. Thus, companies have to navigate in the online social landscape in order to create long term synergies and facilitate positive brand expressions. A foundation for this is to understand how to relate to these social networks.


The scientific research on online communities has grown during the last decade, but the academic world has only recently begun to study social networks and companies relationships with these networks. The course will be based primarily on theories on online communitiesand social networks, including social identity theory, culture theory and classic marketing areas like consumer behaviour, (corporate) branding, advertising and relationship marketing theory adapted to the topic of this course where relevant.

The main topics of the course are:

  • Firm-community relationship synergy
  • Community (culture) dynamics
  • Social networks, social media and WOM creation
  • Community initiation (start-up) and culture formation
  • Marketing communication “to” and “with” communities
  • Corporate brand alignment and brandcommunity co-creation; conflict or synergy?

The course's development of personal competences:

The course aims at developing students’ competencies to understand social network and communities and how companies can build fruitful long term relationships with these. This include a more detailed understanding of how firms can listen to, have dialogues with or intervene in relation to social networks and communities based on a profound understand of what these phenomena are and secure value creation for both parties.

Teaching Methods
Teaching will be based on lectures, mini exercises and casework. It is the intention that most of the casework and the results from it will be discussed in class with related companies. The miniproject will play a core role in the learning process of the course, finalized via an oral exam based on the miniproject.

Kotzinets et al. (2010), Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities, Journal of Marketing, Vol. 74, (March 2010), pp. 71–89

Fűller, Johann (2010), “Refining virtual co-creation from a consumer perspective,” California Management Review, Vol. 52, No. 2, pp. 98-122

Harsha Gangadharbatla. (2007).Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes toward Social Networking Sites. Journal of Interactive Advertising, June 9,

Kelly Louise, Kerr Gayle, Drennan Judy. (2010) Avoidance Of Adverstising In Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising; Vol 10, No. 2, pp. 16‐27. [Spring]

Kornum (2008) Three Types of Online Communityin Tollin & Caru, Strategic Market Creation, pp. 350-358

Robert V. Kozinets, (2010) Netnography

Ren et.al. (2007), Applying Common Identity and Bond Theory to Design of Online Communities. Organization Studies 28(03), pp. 377–408

Antorini, Y. M. (2007), Brand Community Innovation. PhD Series 35.2007. Copenhagen Business School

Ewing (2008) Participation cycles and emergent cultures in an online community, International Journal of Market Research Vol. 50 Issue 5: Web 2.0 Special Issue, pp. 575-590

Ragas and Roberts (2009) Agenda setting and agendy melding in an age of horizontal and vertical media: A new theoretical lens for virtual brand communities. Journalism and Mass Communications Quarterly, Vol. 86, No. 1, pp. 45-64

Algesheimer et. al. (2010) The Surprising Effects of Self-Selection in Customer Communities: Results from a Long-term Field InvestigationProceedings EMAC conference, Copenhagen Business School

Kornum and Christensen (2010)Attitudes towards Advertising on Facebook and the Implications for Continuation Intentions. Proceedings EMAC conference, Copenhagen Business School

Mühlbacher, H., Hemetsberger, A. (2008):What the Heck is a Brand? An Attempt of Integration and its Consequences for Research and Management WP, University of Innsbruck School of Management

Kozinets, R. V. (1999) ‘‘E-tribalized marketing?: the strategic implications of virtual communities of consumption’’. European Management Journal, vol. 17, no. 3, pp. 252–264.

Zeng Fue, Huang Li, Dou, Wenyu. (2009). Social Factors in User Perceptions and responses to Advertising in Online Social Network Communities. Journal of Interactive Advertising; 10 (1): 1-13.

Tufekci Zeynep. (2008). Grooming, gossip, Facebook and MySpace. Information, Communication & Society; 11(4): 544–564

Raacke & Bonds-Raacke (2008). MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking SitesCYBERPSYCHOLOGY & BEHAVIOR. Volume 11, Number 2,

Ferebee Susan S., Davies James W. (2009) Factors that Persuade Continued Use of Facebook among New Members. Proceedings of the 4th International Conference on Persuasive Technology. ACM International Conference Proceeding Series; 350

Walther et al. (2008). The Role of Friends’ Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep? Human Communication Research 34, 28–49

Orr et al. (2009). The Influence of Shyness on the Use of Facebook in an Undegraduate Sample. CyberPsychology & Behaviour, 12 (3), 337-340.

Tufekci Zeynep. Grooming, gossip, Facebook and MySpace. Information, Communication & Society 2008; 11(4), 544–564.