Managing Non-Organic Virtual Brand Communities in Social Networking Sites

Abstract

Social networking is creating a type of developed market. They act in opposition to top-down marketing methods and traditional company-based branding. More importantly, they give customers more value for the knowledge and experience exchanged compared to advertising by companies and one-way marketing messages. Businesses must inform themselves and choose strategies to manage their virtual brand communities (VBCs). Without a clear plan and model for brand management in cyberspace, marketing will have little effect. The present study provides a conceptual framework for managing non-organic VBCs. The first part of the model includes factors affecting engagement. The second part reveals the outcomes of engaging at the VBC level and the third part provides the outcomes of engagement at the business level.

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