Tag: brand community

Using Facebook to Better Engage Customers and Strengthen Brand Identity

Thomas17 Comments
ABSTRACT With traditional means of marketing, such as banner advertisements, becoming increasingly unavailing, businesses have begun to seek out alternative methods of soliciting custom from consumers. The ubiquity of social networking sites and other Internet-enabled platforms introduces new opportunities for businesses, but in return ask for a radical alteration in their business strategy. This paper attempts to analyse how one such social networking site in particular, Facebook, has allowed businesses Read more [...]

Rounding up the loyalists: Building brand communities in Web 2.0

Sarah Heath14 Comments
Abstract The following paper considers three diverse online brand communities as examples of how businesses create browser-based platforms to engage with their customers and build loyalty. Since the advent of Web 2.0, and the ability for internet users to produce and distribute content easily and cheaply, businesses and marketers question how to be heard in a changed and changing media landscape. The purpose of this discussion is to show that brand community success is not accidental: I argue that Read more [...]