KOREASCHOLAR

The purpose of this study is to offer conceptual foundations of social brand community by developing an integrated overview of the current research. Concepts from the Structuration theory are used for synthesizing the consumer behavior literature. This study attempts to find and fill the gaps between brand community and social brand community. To fill the gaps in the literature, potential research questions and future research directions are suggested. This study offers foundations to develop a conceptual model of social brand community by considering the basic concepts in the Structuration theory and critical characteristics of the social media environment.

• Juran Kim(Jeonju University)