Article2008

Brand communities on the internet

María Sicilia Piñero · Ma Mercedes Cuyás Palazón Cuyás Palazón

207 citations0/0 files storedCorporate Communications An International Journal

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca‐Cola, in Spain. Findings This study has shown that a web site can act as a marketing tool to develop a group of loyal consumers around the brand. The strength of the Spanish strategy relies on the creation of a virtual community, which provides functional, social, and experiential values. Originality/value The paper analyses the evolution from off‐line communities to virtual communities. A uses and gratification approach is used to explain consumer participation in virtual communities. The paper offers some useful guidelines for the creation and maintenance of a virtual community.

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2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2001Brand Community 2002Building Brand Community 2004A social influence model of consumer participation in network- and small-group-based virtual communities 2000A Benefit Congruency Framework of Sales Promotion Effectiveness 1999E-tribalized marketing?: the strategic implications of virtual communities of consumption 2006Antecedents and purchase consequences of customer participation in small group brand communities 2006Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”

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2017Brand strategies in social media in hospitality and tourism 2023More gain, more give? The impact of brand community value on users’ value co-creation 2014Millennial cultural consumers: co-creating value through brand communities 2021The cross‐cultural effects of brand status and social facilitation on enhancing consumer perception toward circular fashion services 2020

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