Introduction

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas and Sebastián Molinillo
Additional contact information
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 1 in Online Brand Communities, 2016, pp 1-4 from Springer

Abstract: Abstract This book delves deeply into the budding and thrilling area of online brand communities. First, the initial topics that define the backdrop of online communities are introduced. Specifically, question about the evolution of the web, the foundation and pillars of the so-called Social Web, the use of the Social Web for users and businesses and the evolution of the marketing mind-set to adapt to the Social web will be presented, among other themes. Once its backdrop is presented, we move on to deal with specific online brand communities in detail. The evolution of the concept of virtual communities will be looked at with special emphasis given to brand-related virtual communities. To this end, the trends related to branding and brand management will be analyzed. Next, a classification system for online brand communities will be created, establishing the main factors that motivate a person to join one; we will also elucidate and analyze the factors that increase appeal, participation and user retention. Then, the application of the process of creating value in a community, both from the point of view of business interest and from the point of view of the user is studied, analyzing the user’s new role as “prosumer”. Finally, the necessary steps and stages of the successful development of an online brand community are presented.

Keywords: Online Community; Virtual Community; Brand Management; Initial Topic; Social Satisfaction (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-24826-4_1

Ordering information: This item can be ordered from
http://www.springer.com/9783319248264

DOI: 10.1007/978-3-319-24826-4_1

Access Statistics for this chapter

More chapters in Progress in IS from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().