Abstract Brands facilitating and sustaining healthy brand communities on social networks such as Twitter benefit from collaborative engagements where members are inspired to suggest innovative ideas, solve problems and enjoy a sense of commitment to their social membership co-creative space. We explored how brand innovation practices contribute to the collective value-creating practices within the social media-based brand community hosted by the official City of Johannesburg (CoJ) Twitter account. This purposive sample include 1,232 tweets during Youth Day, followed by one in-depth, semi-structured interview with the social media manager of the CoJ Twitter account to confirm and contextualise findings. Thematic analysis in a qualitative design found five of six brand innovation practices, namely animation, openness, linking, structuring and theorisation. The CoJ social media-based brand community was co-created innovatively owing to high levels of engagement, room for fun and effective communication on service delivery issues so that the brand community continuously increases its membership and commitment. Findings confirmed eight of twelve value-creating practices, namely welcoming, empathising, governing, evangelising, justifying, grooming, customising and commoditising. The healthier a brand community, the more extensive the variety of innovation practices for a brand.

中文翻译：

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约翰内斯堡市推特社区的品牌创新与价值创造实践

摘要 在 Twitter 等社交网络上促进和维持健康的品牌社区的品牌受益于协作参与，其中成员受到启发，提出创新想法、解决问题并享受对其社会成员共同创造空间的承诺感。我们探讨了品牌创新实践如何为约翰内斯堡市 (CoJ) 官方 Twitter 帐户托管的基于社交媒体的品牌社区中的集体价值创造实践做出贡献。这个有目的的样本包括青年节期间的 1,232 条推文，然后是对 CoJ Twitter 帐户的社交媒体经理进行的一次深入、半结构化的采访，以确认调查结果并将其背景化。定性设计中的主题分析发现了六个品牌创新实践中的五个，即动画、开放性、链接、结构化和理论化。CoJ 基于社交媒体的品牌社区是创新地共同创建的，因为它具有高度的参与度、有趣的空间以及就服务交付问题进行有效沟通，从而使品牌社区不断增加其成员资格和承诺。调查结果证实了十二种价值创造实践中的八种，即欢迎、同情、管理、传福音、辩护、修饰、定制和商品化。品牌社区越健康，品牌创新实践的多样性就越广泛。调查结果证实了十二种价值创造实践中的八种，即欢迎、同情、管理、传福音、辩护、修饰、定制和商品化。品牌社区越健康，品牌创新实践的多样性就越广泛。调查结果证实了十二种价值创造实践中的八种，即欢迎、同情、管理、传福音、辩护、修饰、定制和商品化。品牌社区越健康，品牌创新实践的多样性就越广泛。