SciELO - Scientific Electronic Library Online

vol.9 issue17Rural and Indigenous women empowerment through productive groups and social microbusinesses in MexicoMethodological proposal for the emergence of touristic projects of the local community author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand




Related links

  • Have no similar articlesSimilars in SciELO


RETOS. Revista de Ciencias de la Administración y Economía

On-line version ISSN 1390-8618Print version ISSN 1390-6291


PONCE, Luceli Karina  and  CORDELIER, Benoit. Rational or emotional posts on Facebook brand communities – The Mexico Starbucks Case. Retos [online]. 2019, vol.9, n.17, pp.109-126. ISSN 1390-8618.

The aim of this article is to demonstrate that emotions are essential elements of participation between members of a brand community in a social networking site. Emotional expressions were studied within an online brand community through a mixed method approach based on a content analysis with two coders of the same cultural origin. 77 posts and 13,043 comments were analyzed from members of the brand community “Starbucks Mexico” on Facebook, reported between January and June 2014. It was found that people participate more in the presence of hapiness related emotions such as love, passion, and desire. This paper is interested in positive and negative emotions expressed in a Brand Community on Facebook. Additionally, the level of participation that emotions generate is presented, as well as the distinction of emotional elements applied in the communication between a company and the members of a brand community. This paper contributes to the literature by pointing out that more than the expression of emotions, it is the combination of emotional and promotional elements from the brand page that triggers more communication volume.

Keywords : Emotions; promotional communication; brand community; participation; Facebook.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )