Introducing Online Brand Communities

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

Chapter 1 in Digital Marketing Strategies for Value Co-Creation 2e, 2025, pp 1-15 from Springer

Abstract: Abstract One of the transformations in the evolving technological tapestries is the emergence of online brand communities (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: 2025
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DOI: 10.1007/978-3-031-84613-7_1

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