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Brand Communities On Social Networks And Consumer Behavior

2478 words - 10 pages

The relevance of brand of communities is steadily increasing for the past many years. Ahonen and Moore (2005) said that community activity “is the biggest change in business in 100 years”. The recent changes in marketing and consumer behavior stress the need for understanding the relationship between the brand and consumer behavior in terms of their identity, attachment, culture and societal influence. One of the recent concepts in consumer behavior that explains the connection between one consumer and other is brand community. The term ‘brand community’ was first coined by Albert Muniz jr and C.O’ Guinn in 1995, when they have presented a paper in Consumer Research Annual Conference in Minneapolis, Minnesota, which was later published in Journal of Consumer research by the title ‘Brand Community’(2001). In this article they have defined brand community as “a specialized non-geographically bound community, based on structured set of social relations among admirers of brand”. Wikipedia defines “A brand community as a community formed on the basis of attachment to a product or marquee. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole”.
Social media has become so popular these days that the business establishments are also trying to explore the opportunities to become successful and get nearer the customer through these means. Mike Hall (2009) says that “Ever since the explosion of social networking, businesses have been trying to work out how online communities can be harnessed to help them grow and perform better. Online brand communities are an important new development for businesses because they enhance the organisation’s relationship with people. Not just with customers, but with anyone interested and active in their market - including employees, competitive brand users and market experts. A new way to think of communities is as a medium, which means that it carries content across multiple channels. The current channels are two: custom-built managed communities set up by or on behalf of a company, which are the main channel for research agencies and consumer insight departments; and existing open communities such as Facebook, accessed by businesses. Like all media, brand communities should be regarded as a permanent resource, which means that they are a major commitment, so it’s important to understand how they work in order that there is a clear discipline for using them successfully”. Brand communities build up the relationship of a brand with customer and hence...

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