Brand Platform Strategy for Deepening Customer Loyalty:
Advancements in digital technology have allowed companies to leverage both online and offline media for communication, enabling direct interactions between brands and consumers. This shift has brought new opportunities and challenges to brand communication strategies. This study focuses on “Weverse,...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.009/_html/-char/en |
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| _version_ | 1841550760752447488 |
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| author | Hikaru Yamamoto Saori Kanno |
| author_facet | Hikaru Yamamoto Saori Kanno |
| author_sort | Hikaru Yamamoto |
| collection | DOAJ |
| description | Advancements in digital technology have allowed companies to leverage both online and offline media for communication, enabling direct interactions between brands and consumers. This shift has brought new opportunities and challenges to brand communication strategies. This study focuses on “Weverse,” a fan community platform created by HYBE. Weverse is a platform based on value co-creation between artists and fans that balances content publication, fan engagement, and commerce. In addition, its acceptance of competing brands positions it as a unique platform. By analyzing Weverse, the paper demonstrates how such ‘hybrid’ platforms can shape the future of brand communication in the digital age, where media, community, and commerce are integrated. |
| format | Article |
| id | doaj-art-4c0a01071f8f46d0b83bcba97eca1da0 |
| institution | Kabale University |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| publishDate | 2025-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj-art-4c0a01071f8f46d0b83bcba97eca1da02025-01-10T03:43:57ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692025-01-01451647210.7222/marketing.2025.009marketingBrand Platform Strategy for Deepening Customer Loyalty:Hikaru Yamamoto0Saori Kanno1Professor, Faculty of Business and Commerce, Keio University, JapanProfessor, Faculty of Business Administration, Komazawa University, JapanAdvancements in digital technology have allowed companies to leverage both online and offline media for communication, enabling direct interactions between brands and consumers. This shift has brought new opportunities and challenges to brand communication strategies. This study focuses on “Weverse,” a fan community platform created by HYBE. Weverse is a platform based on value co-creation between artists and fans that balances content publication, fan engagement, and commerce. In addition, its acceptance of competing brands positions it as a unique platform. By analyzing Weverse, the paper demonstrates how such ‘hybrid’ platforms can shape the future of brand communication in the digital age, where media, community, and commerce are integrated.https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.009/_html/-char/enbrand communicationfandomonline communityco-creation |
| spellingShingle | Hikaru Yamamoto Saori Kanno Brand Platform Strategy for Deepening Customer Loyalty: Maketingu Janaru brand communication fandom online community co-creation |
| title | Brand Platform Strategy for Deepening Customer Loyalty: |
| title_full | Brand Platform Strategy for Deepening Customer Loyalty: |
| title_fullStr | Brand Platform Strategy for Deepening Customer Loyalty: |
| title_full_unstemmed | Brand Platform Strategy for Deepening Customer Loyalty: |
| title_short | Brand Platform Strategy for Deepening Customer Loyalty: |
| title_sort | brand platform strategy for deepening customer loyalty |
| topic | brand communication fandom online community co-creation |
| url | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.009/_html/-char/en |
| work_keys_str_mv | AT hikaruyamamoto brandplatformstrategyfordeepeningcustomerloyalty AT saorikanno brandplatformstrategyfordeepeningcustomerloyalty |