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The Creation and Management of Online Brand Communities

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Author(s): Paola Falcone (University of Rome, Italy)
Copyright: 2014
Pages: 13
Source title: Cyber Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-5942-1.ch008

Keywords: Cyber Behavior / Human Aspects of Technology / Information Science Reference / Social Sciences & Humanities

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Abstract

Online brand communities are a specific type of virtual community, which gather admirers and consumers of a given brand on the web. Their captivating nature, plus their marketing effectiveness compared to their costs are attracting the interest of both researchers and marketing/brand managers. This chapter intends to identify, describe and analyse the main issues concerning their creation and effective management.

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