Social Identity and 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 6 in Digital Marketing Strategies for Value Co-Creation 2e, 2025, pp 111-135 from Springer

Abstract: Abstract As discussed in Chap. 5 , the task of creating interactive consumer engagement across multiple digital channels plays an important role in successful marketing communication programmes. The current chapter builds on the last and discusses how our understanding of social identification leads to an effective marketing communication programme. One of the aims before us in this chapter is to accentuate how customer identification leads to loyalty intentions.

Date: 2025
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DOI: 10.1007/978-3-031-84613-7_6

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