Introducing Online Brand Communities

Wilson Ozuem () and Michelle Willis ()
Additional contact information
Wilson Ozuem: University of Cumbria
Michelle Willis: University of Cumbria

Chapter 1 in Digital Marketing Strategies for Value Co-creation, 2022, pp 1-16 from Springer

Abstract: Abstract One of the transformations in the evolving technological tapestries is the emergence of OBCs. OBCs are an integral part of digital marketing strategy, giving rise to information consumption, knowledge sharing and interactive engagement in addition to traditional marketplace consumption. OBCs are increasingly becoming strategic weapons enabling brands to directly engage with consumers, and consumers to respond to brands and other OBC users. The exclusivity of the reach of OBCs in interactively engaging with particular brands differs from other digital platforms, such as social networking sites, blogs and forums, which are widely accessible to general audiences. This chapter begins by signposting some of the major developmental stages of OBCs that have contributed to the current understanding of marketing environments. A secondary but no less important goal is to provide some background understanding to the history and complexity of OBCs in the development of digital marketing strategies. The chapter concludes with a delineation of the relationship between OBCs and value co-creation.

Date: 2022
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:sprchp:978-3-030-94444-5_1

Ordering information: This item can be ordered from
http://www.springer.com/9783030944445

DOI: 10.1007/978-3-030-94444-5_1

Access Statistics for this chapter

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