Online Versus Face-to-Face Brand Communities
Academic brand community research has primarily focused on shared rituals and face-to-face gatherings of brand fans. With the widespread adoption of social media, brand supporters can share in virtual live gatherings via images shared on Facebook pages, YouTube streaming of live events, Vine video vignettes summarizing brand gatherings, descriptions in blogs, and a myriad other medium. While a face-to-face brand gathering, like a Harley Davidson bike rally, can create a strong emotional bond and positive memories for participants, social media allows a consumer to share in the experience from a distance. In this chapter, we discuss three successful online brand gatherings. ...
Get Fostering Brand Community Through Social Media now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
