Conceptual Approach to Community, Virtual Community and Online Brand Community

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas and Sebastián Molinillo
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Francisco J. Martínez-López: University of Granada
Rafael Anaya-Sánchez: University of Malaga
Rocio Aguilar-Illescas: University of Malaga
Sebastián Molinillo: University of Malaga

Chapter Chapter 7 in Online Brand Communities, 2016, pp 107-124 from Springer

Abstract: Abstract Human beings, due to their unique characteristics as a species, need relationships with other individuals. This explains the interactions between people and the tendency to live in groups. All human beings belong to one or more communities, although this happens involuntarily. By simply having a family or residing in a city, one belongs to these communities. In other cases, the individual chooses which community he belongs to, seeking groups of people with values or styles similar to his own. Among these communities, we count brand communities, which revolve around one or more brands. The birth of the Internet and its evolution through ever-more-social versions has allowed people to find virtual communities into which, despite physical distance, they can integrate and adapt. Furthermore, online communities can facilitate maintaining and strengthening relationships with offline communities. In this context, communities that revolve around brands are strengthened by the emergence of online brand communities. This chapter defines community and identifies its primary characteristics. Later, we delve deeper into the main characteristics of virtual communities, as well as brand communities, both online and offline. Finally, these types of communities are compared.

Keywords: Community Member; Common Interest; Online Community; Brand Equity; Virtual Community (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-24826-4_7

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DOI: 10.1007/978-3-319-24826-4_7

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