Weaving Consistency and Participation: Brand Governance through Community Management
Main Article Content
Abstract
This literature study explores the integration of brand governance principles into the practice of digital community management. In the contemporary marketing landscape, brand communities have become central arenas for brand meaning co-creation and reputation formation. This creates a fundamental tension between the need for brand consistency, a core governance objective, and the organic, authentic participation that defines a vibrant community. Through a qualitative literature review, this study addresses two research questions: how brand governance principles are adapted and operationalized in community management, and what mechanisms mitigate the inherent tension. The findings reveal a paradigm shift where governance principles transform from rigid control to facilitative guidance. Consistency evolves into alignment with core brand values, accountability becomes multi-directional, and oversight turns into participatory moderation. Effective mitigation mechanisms include establishing creative guardrails, hybrid leadership structures, transparent conflict resolution, and the cultivation of a shared "our brand" narrative. The study concludes that successful brand governance in the digital age is achieved not by imposing control over communities, but by empowering and guiding participation through relational and structural mechanisms, thereby turning potential conflict into a source of brand resilience and authentic engagement.
Article Details
Section
How to Cite
References
Aguerri, J. C., Miró-Llinares, F., & Gómez-Bellvís, A. B. (2023). Consensus on Community Guidelines: An Experimental Study on the Legitimacy of Content Removal in Social Media. Humanities and Social Sciences Communications, 10(1), 1-11.
Al Hakim, Y. R. (2022). Product Variance and Brand Image Determining Customer Loyalty: Purchase Behavior of Sosro Tea Products. Studi Ilmu Sosial Indonesia, 2(1), 13-24.
Al Hakim, Y. R., Putra, A. R., & Hariani, M. (2022). Branding Strategy to Create Long-term Value. Journal of Social Science Studies, 2(1), 161-166.
Al Hakim, Y. R. (2023). An Examination of How Brand Image, Product Quality, and Price Determine Brand Loyalty. International Journal of Service Science, Management, Engineering, and Technology, 3(2), 1–6.
Al Hakim, Y. R., & Sigita, D. S. (2023). The Impact of Product Quality and Brand Equity on Online Purchasing Decisions by Lazada Users in Mojokerto. Bulletin of Science, Technology and Society, 2(3), 1–6.
Alamin, S. R. L., Nurmalasari, D., Darmawan, D., & Arifin, S. (2021). Comprehensive Relational Value Marketing Framework for Strengthening Brand Resilience and Sustained Customer Engagement. Journal of Social Science Studies, 1(1), 299-304.
Ali, R., & Darmawan, D. (2023). Big Data Management Optimization for Managerial Decision Making and Business Strategy. Journal of Social Science Studies, 3(2), 139-144.
Ali, E. M., Dirgantara, F., & Darmawan, D. (2024). Legal Protection of Consumers in Online Transactions: A Case Study of Online Fraud in Indonesia. International Journal of Service Science, Management, Engineering, and Technology, 6(3), 27-38.
Anugroh, Y. G., Hardyansah, R., Darmawan, D., Khayru, R. K., & Putra, A. R. (2023). Consumer Protection and Responsibilities of E-commerce Platforms in Ensuring the Smooth Process of Returning Goods in COD Transactions. Journal of Social Science Studies, 3(2), 89-94.
Aziz, A., Darmawan, D., Khayru, R. K., & Wibowo, A. S. (2023). Effectiveness of Personal Data Protection Regulation in Indonesia's Fintech Sector. Journal of Social Science Studies, 3(1), 23-28.
Bennett, W. L., Segerberg, A., & Walker, S. (2014). Organization in the Crowd: Peer Production in Large-Scale Networked Protests. Information, Communication & Society, 17(2), 232-260.
Biraghi, S., Gambetti, R.C., Quigley, S. (2018). Distributed Leadership: When People Claim Brand Ownership. In Engaged Leadership. Management for Professionals. Springer, Cham.
Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77–101.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66(1), 105–114.
Cahyati, F. L. I., & Mardikaningsih, R. (2021). Event Organization and Sponsorship in Increasing Brand Awareness. Journal of Social Science Studies, 1(1), 293-298.
Cooper, T., Stavros, C., & Dobele, A. R. (2019). The Levers of Engagement: An Exploration of Governance in an Online Brand Community. Journal of Brand Management, 26(3), 240–254.
Creswell, J. W. (2007). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (2nd ed.). Sage Publications, Thousand Oaks.
Darmawan, D. (2018). The Effect of Brand Experience on Brand Trust and Brand Loyalty. Translitera: Jurnal Kajian Komunikasi dan Studi Media, 7(2), 13-24.
Darmawan, D. (2019). The Effect of Corporate Image on Brand Awareness and Brang Attitude. Translitera: Jurnal Kajian Komunikasi Dan Studi Media, 8(01), 13-26.
Darmawan, D., Mardikaningsih, R., & Hariani, M. (2019). The Effects of Endorser Credibility, Attitude Toward to ADS, and Brand Attitude on Purchase Intention. Relasi: jurnal ekonomi, 15(2), 263-276.
Darmawan, D. (2022). Environmental Accountability through Business Ethics, Responsibility, Morals and Legal Obligations. Bulletin of Science, Technology and Society, 1(2), 1-6.
Darmawan, D., Gardi, B., & Da Silva, E. B. (2023). Exploration of Changes in Management and Employee Work Relations in Multinational Companies in the Era of Literacy-Based Digitalization. Journal of Science, Technology and Society (SICO), 4(2), 43–54.
Djaelani, M., & Darmawan, D. (2021). Dulux Wall Paint Purchase Decision: The Role of Brand Image, Price, and Product Quality on Consumer Behavior of Paint Products. Jurnal Simki Economic, 4(2), 150-160.
Fared, M. A., Darmawan, D., & Khairi, M. (2021). Contribution of E-Service Quality to Repurchase Intention with Mediation of Customer Satisfaction: Study of Online Shopping Through Marketplace. Journal of Marketing and Business Research (MARK), 1(2), 93-106.
Fiesler, C., Jiang, J., McCann, J., Frye, K., & Brubaker, J. (2018). Reddit Rules! Characterizing an Ecosystem of Governance. In Proceedings of the International AAAI Conference on Web and Social Media, 12(1), 1-18.
Gani, A., & Darmawan, D. (2022). Brand Authenticity: Dimensions, Trust, and Consumer Loyalty in Modern Market Competition. Journal of Science, Technology and Society (SICO), 3(1), 35–40.
Gardi, B., & Darmawan, D. (2022). Psychological Pricing and Perception of Value in the Formation of Long-Term Brand Equity. Journal of Science, Technology and Society (SICO), 3(2), 45–52.
Hardyansah, R., & Putra, A. R. (2023). Building Regional Economic Stability Through Effective Legal Protection for Micro, Small, and Medium Enterprises in Indonesia. Journal of Social Science Studies, 3(1), 15-22.
Indarto, T., Negara, D. S., & Darmawan, D. (2023). Legal Frameworks for Mitigating Monopoly Practices Adverse to MSMEs in Indonesia. Journal of Social Science Studies, 3(1), 1-8.
Infante, A., & Mardikaningsih, R. (2022). The Potential of Social Media as a Means of Online Business Promotion. Journal of Social Science Studies, 2(2), 45-49.
Irfan, M., & Putra, A. R. (2020). The Effect of Packaging and Brand Image on Purchase Intentions of Packed Rice Products. Journal of Science, Technology and Society (SICO), 1(1), 13–22.
Irfan, M. (2021). The Influence of Brand Image, Product Quality and Price on Decision to Buy Daihatsu Cars in Surabaya. Studi Ilmu Sosial Indonesia, 1(2), 13-22.
Irfan, M., & Hariani, M. (2022). Cigarette Product Purchase Decision Based on Brand Image and Price. Journal of Science, Technology and Society (SICO), 3(2), 1–8.
Isnaeni, M., Darmawan, D., Sutriyono, S., Sulistiono, D., & Octavianto, A. D. (2023). The Crime of Brand Counterfeiting in Commerce. Studi Ilmu Sosial Indonesia, 3(2), 101-118.
Issalillah, F., & Khayru, R. K. (2022). The Effect of Insurance Premiums and Brand Image on Interest to Be an Insurance Customer. International Journal of Service Science, Management, Engineering, and Technology, 1(3), 31–35.
Issalillah, F., Darmawan, D., & Khairi, M. (2022). The Role of Brand Image and Brand Communications on Brand Trust. Journal of Science, Technology and Society (SICO), 3(1), 1–6.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54(3), 241–251.
Kraut, R. E., & Resnick, P. (2012). Building Successful Online Communities: Evidence-Based Social Design. MIT Press, Cambridge.
Kridaningsih, A. (2023). A Study of the Role of Price, Product Quality, and Brand Image on Purchasing Decisions for Cosmeticts Products. International Journal of Service Science, Management, Engineering, and Technology, 3(1), 21–25.
Kurnianingtyas, W. (2023). Assessing The Influence of Brand Awareness, Product Variety, and Store Atmosphere on Purchasing Decisions at Sanrio Supermarket. International Journal of Service Science, Management, Engineering, and Technology, 3(3), 20–25.
Leitch, S., & Merlot, E. (2018). Power Relations within Brand Management: The Challenge of Social Media. Journal of Brand Management, 25(2), 85–92.
Lestari, U. P., & Putra, A. R. (2022). Brand Switching Behavior on Smartphone Product Purchases. Journal of Science, Technology and Society (SICO), 3(2), 25–34.
Liao, J., Pang, J., & Dong, X. (2023). More Gain, More Give? The Impact of Brand Community Value on Users’ Value Co-Creation. Journal of Retailing and Consumer Services, 74, 103389.
Lil Alamin, S. R., Nurmalasari, D., Darmawan, D., & Arifin, S. (2021). Comprehensive Relational Value Marketing Framework for Strengthening Brand Resilience and Sustained Customer Engagement. Journal of Social Science Studies, 1(1), 299-304.
Liu, Y., Wan, Y., & Kang, J. (2023). Impact of Community-Based Governance Mechanisms on Transaction Intention on a Second-Hand Trading Platform. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 689-705.
Lu, P., Zhou, L., & Fan, X. (2023). Platform Governance and Sociological Participation. The Journal of Chinese Sociology, 10(3), 1-24.
Lunyakov, M., Tarkhanova, Z. E., & Baysaeva, M. U. (2023). Modern Community Management Strategies. Ekonomika I Upravlenie Problemy Resheniya, 2(1), 60–68.
Mardikaningsih, R., & Darmawan, D. (2023). An Integrative Conceptualization for Copyright Management in a Business Context. Legalis et Socialis Studiis (L355), 1(2), 14-24.
Martínez-López, F. J., Aguilar-Illescas, R., Molinillo, S., Anaya-Sánchez, R., Coca-Stefaniak, J. A., & Esteban-Millat, I. (2021). The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability, 13(7), 3679.
Matias, J. N. (2019). The Civic Labor of Volunteer Moderators Online. Social Media + Society, 5(2), 1–17.
Nuraini, R., Halizah, S. N., Arum, D. S., Hardiyanti, M. T., & Masrifah, M. (2023). Price and Brand Image: Drivers of Consumer Loyalty in The Footwear Market. Journal of Science, Technology and Society (SICO), 4(1), 35–46.
Porter, C. E., Devaraj, S., & Sun, D. (2013). A Test of Two Models of Value Creation in Virtual Communities. Journal of Management Information Systems, 30(1), 261–292.
Seering, J., Kraut, R., & Dabbish, L. (2017). Shaping Pro and Anti-Social Behavior on Twitch Through Moderation and Example-Setting. In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing, 111-125.
Siano, A., Vollero, A., & Bertolini, A. (2022). From Brand Control to Brand Co-Creation: An Integrated Framework of Brand Paradigms and Emerging Brand Perspectives. Journal of Business Research, 152, 372–386.
Sigita, D. S., & Al Hakim, Y. R. (2022). The Effect of Service Quality, Digital Marketing and Brand Image on Customer Satisfaction. Studi Ilmu Sosial Indonesia, 2(2), 59-72.
Yani, A., Darmawan, D., Hardyansah, R., Marsal, A. P., & Da Silva, E. B. (2023). Legal Protection of Famous Trademarks in Indonesia: Between National Regulation and Global Counterfeiting Challenges. Journal of Social Science Studies, 3(1), 115-120.
Zahroh, L. A., & Chasanah, U. (2023). The Effect of Brand Image, Product Variants and Price Perceptions on Purchasing Decisions for Cosmetic Products. International Journal of Service Science, Management, Engineering, and Technology, 4(2), 22–27.