Presentation Schedule
Co-creation of Brand Value in Digital Marketing Communications: A Study of Virtual Communities of Luxury Fashion Brands (104660)
Session Chair: Suk Chong Tong
This presentation will be live-streamed via Zoom (Online Access)
Wednesday, 13 May 2026 13:45
Session: Session 2
Room: Live-Stream Room 6
Presentation Type: Live-Stream Presentation
– click here to convert to your timezone
For decades in the digital era, the prevalent usage of digital technology has brought significant effects to marketing communications. Specifically, with the growing significance of consumers’ communities in the digital context, consumers are taking an active role in the co-creation of brand value. Discord is one of the widely used virtual communities in which users discuss their meanings associated with brands involving gamification. This study explores how Discord users co-create value with those international luxury brands which offered advergames and in-game advertising. By conducting a content analysis on the Discord posts about three international luxury brands between 2021 and 2023, this paper presents the preliminary results on how brand value is co-created in virtual communities. Based on a synthesis of theories in advertising, marketing, and communication studies, this study provides theoretical and practical implications to researchers and practitioners for rethinking the relationship among co-creation of brand value, branding, and gamification in Web 3.0.
Authors:
Suk Chong Tong, Hong Kong Shue Yan University, Hong Kong
Tung Keith Tsui, Hong Kong Shue Yan University, Hong Kong
About the Presenter(s)
Dr Suk Chong Tong is a University Assistant Professor/Lecturer at Hong Kong Shue Yan University in Hong Kong
See this presentation on the full schedule – Wednesday Schedule
Conference Comments & Feedback
Place a comment using your LinkedIn profileShare this Presentation
Comments
Powered by WP LinkPress