Purpose – The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be extended to involve all stakeholders and raise the effectiveness of a brand’s communication campaign. Design/methodology/approach – A qualitative approach was taken to enable an understanding of online consumer behaviour. A series of qualitative semi-structured interviews were conducted with retail and marketing professionals from the TOMS brand to explore brand strategy. The TOMS Instagram account was analysed for a specific marketing communications event and summative content analysis was applied to the brand’s Instagram profile in order to allow for an in-depth exploration of the co-creation process. Triangulation was used for the multiple sources of evidence in order to build the study and to establish the co...

中文翻译：

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TOMS 的“一日无鞋”活动如何以 Instagram 为平台，将利益相关者聚集在一起，共同为品牌创造价值

目的——本文的目的是展示社交媒体网络（即 Instagram）在建立品牌社区和共同为品牌创造价值方面的力量。通过分析 TOMS 2015 年的#withoutshoes 活动，作者打算展示如何将价值创造过程扩展到涉及所有利益相关者并提高品牌传播活动的有效性。设计/方法/方法——采用定性方法来了解在线消费者行为。对 TOMS 品牌的零售和营销专业人士进行了一系列定性半结构化访谈，以探索品牌战略。TOMS Instagram 帐户针对特定的营销传播活动进行了分析，并对品牌的 Instagram 个人资料应用了总结性内容分析，以便深入探索共同创造过程。三角测量用于多个证据来源，以建立研究并建立共同...