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Online Sport Brand Communities: Sport Brand Communities
Abstract
Organizations have reached the point where they need to change their strategies in order to create value with customers. This is the modern marketing logic. It has mainly come about because consumers have been empowered to exert influence on companies. In this chapter we argue that a different perspective about consumer care has emerged through social media; consumers are no longer passive information users but are now active content creators who can be part of value creation in the marketplace. Therefore, this chapter analyses the opportunities that sport organizations can generate by co-creation of value through social media. The findings of this chapter create a picture of how virtual communities support co-creation of value for sports organizations.
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