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

QuickTime and adecompressorare needed to see this picture.The responses for promotional content were lower than other content categories with consumption patterns skewedtowards consumption as play. There was little discussion about the primary consumption object while interpersonalinteraction between community members being high.QuickTime and adecompressorare needed to see this picture.6.0 ConclusionThe social side of consumption has been a neglected aspect of consumer behavior (Bagozzi, 2000). With theevolution of internet, there been an emergence of the concept of groups (or virtual communities) revolving around aparticular brand or consumption activity. This study explores the concept of brand communities on the worlds‘ mostpopular social networking site, Facebook. Brand community of MTV India represents a brand community on asocial networking site about an entertainment related brand in an emerging market. While there is a generalconsensus among researchers that a company‘s web based brand community, must be a part of its total brandstrategy (Matzler, et al., 2011), our exploration of MTV India presents insights about brand community practices andconsumptions patterns. We find there are five different categories of content used to engage users, each having an