Creating and Developing Virtual Brand Communities: Some Practical Guidelines

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 12 in Online Brand Communities, 2016, pp 207-215 from Springer

Abstract: Abstract As non-traditional social and dynamic tools, virtual brand communities are constantly changing and evolving. This complicates the process of defining the keys to the success of their creation and development. However, there are many factors that organizations should keep in mind; furthermore, there are several stages that virtual brand communities should pass through. In this chapter, the most important general factors and considerations are synthetically analyzed, and the necessary stages for creating and developing a community are presented.

Keywords: Community Member; Online Community; Virtual Community; Customer Participation; Customer Engagement (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_12

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DOI: 10.1007/978-3-319-24826-4_12

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