The Transient Nature of Identity Online

An identity formed online is more transient due to its application within an online community and the adaptable nature of a Web 2.0 environment. Virtual communities undermine the original definition of a community; the virtual environment has also undermined the original definition of an identity. According to Donath (1996), the norm is: one body, one identity. Though the self may be complex and mutable over time and circumstance, the body provides a stabilizing anchor” (Donath, 1996). This paper Read more [...]

Rounding up the loyalists: Building brand communities in Web 2.0

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 [...]