Alexandra Veleva's recent articles
White goods: why do consumers join home appliance brand communities?
White goods' social communities provide a space for consumers to discuss using home appliances on a daily basis.
- Review, blogs and forums discussion is focused on the products themselves: Buzz on these sites is all about purchase, from information gathering to owner reviews. Consumers compare features, style and performance among models, discuss their retail experience and rate their purchases, as shown by these two Bosch reviews on Amazon:
- Brand communities provide a place for homekeeping discussion, which other sources don't fufill: Within brand Facebook communities, fan discussion revolves around the day-to-day usage of their appliances. This includes environmental issues, enhancing the longevity of their appliances, cooking or general homekeeping. They are a place where consumers can regularly interact with the brand they have chosen and consumers who own similar products. They also provide a space for the brand to engage fans around their dream home and wishes for future appliance innovation
The example comments below are responses to Electrolux asking fans about their ideal laundry room:
In the coming weeks, we will continue our exploration of the white goods space by looking at which brands have the most engaged communities and why, as well as looking at successful strategies to communicate innovative products among fans