Index of Paper Presentations for the Parallel Sessions - Academy of ...

community makes it possible to view discussions without actively participating in them. We follow the process ofopen coding to code the updates. We also rely on data about the number of people engaging with the content on thebrand community available in the form of number of likes, comments and shares for each post. We‘ve classifiedthese engagement values on internal engagement and external engagement where likes and comments representsinternal engagement i.e. within the community and external engagement represent the shares for a particular post.5.0 FindingsMTV India has almost 97% of members below the age of 30 years, which is probably a combination of the nature ofMTV India as a youth brand and Facebook, which is popular among youth. More than three quarters of the membersof MTV India are below the age of twenty two with almost one quarter below the age of 18 (see table 4).Country of ResidenceResidence Indian Undisclosed/NRI Total MembersNumber of members 2,198,760 985,566 3,184,326Percentage 69.05% 30.95% 100%Gender (Among Indian residents)Gender Men Women Total MembersNumber of members 1,434,000 764760 2,198,760Percentage 65.22% 34.78% 100%Relationship (Among Indian residents)Status Single In a relationship Engaged Married UndisclosedNumber of members 1,192,180 141,260 24,820 82580 757920Percentage 54.22% 6.42% 1.13% 6.42% 34.47%Age (Among Indian residents)Age Group Below 18 18-22 23-26 27-30Number of members 541120 1147520 356560 88220Percentage 24.61% 52.19% 16.22% 4.01%Table 4: Demographic data of MTV India‘s brand community till February 2012First, we find that members had no mechanism of initiating a post on the brand community. This is a markeddeviation from earlier studies done on brand communities that were fostered around discussions between consumers.We find presence of all three types of interactions i.e. consumer to consumer interaction, consumer to brandinteraction and consumer to community interactions (Muniz & O‘Guinn, 200) Consumer can only respond to thediscussions initiated by the brand. During the period of study, the brand initiated eighty four discussions.5.1 Types of contentThe discussions thread belonging to five categories can be classified into two broad categories – Brand relatedcontent and promotional content. Brand related content can be classified on the dimensions of relatedness to brandand scope of content or sphere of significance (see figure 2). The dimension of ―relatedness to brand‖ explains thebrand community topics that are closely associated with brand related output. The dimension of ―scope of content‖explains the scope of the output of brand community. For instance a television show or a music video may berelevant to an individual but a hockey team winning national prize has a greater scope (nation).