Brand community attempts to bring together customers and marketers in order to facilitate easier sharing of information. The online brand community has generated many impacts since it is not limited by geographical boundaries, It brings together people who share common values and they begin to engage in a discourse that has transformed contemporary marketing practices According to Pei-Ling and Shang-Ling (2017), the online brand community has played an important role by helping firms to gain a competitive advantage in the market. This has been through value creation for both an organization and its consumers through the regular exchange of information.
Brand community has changed the way in which marketing is conducted today. According to Schembri and Latimer (2016), the adoption of brand community as a marketing tool has led to a wider access within a short period. The traditional model of marketing often reached out to a few and was costly.
The online marketing has advocated for the centrality of the consumer. This has empowered consumers by making their voice to be heard, This has changed the mode of engagement with consumers; this explains the rapid rise in the concept of community-based approach of marketing The emergence of brand community has also led to development of brand culture among consumers.
Through brand culture consumers with same ideals such as traditions, values come together in order to champion for their rights and voice their concerns. Online brand communities play a critical role in generating new market opportunities. According to Limpasirisuwan and Donkwa (2017), many organizations have not reaped the benefits of brand communities because of lack of knowledge on how to manage them.
Brand community enhances consumer relationships in order to promote brand visibilityi According brand community strategy is proving to be an effective marketing tool in comparison to other means of advertising including use of mass media, Accordingly, more firms are using it to gain appeal to a larger audience while at the same time improving their sales. Organizations are using online platforms such as Facebook and twitter in order to strengthen their brand communities who act as brand ambassadors.
Reference
- Limpasirisuwan, N. 81 Donkwa, K. 2017, ’A Structural Equation Mode! for Enhancing Online Brand Community Loyolty’, International Journal of Behavioral Science, vol. 12, not 1, pp. 95-110. Pei»Ling, Hi & Shang-Ling, Wi 2017, ‘
- Relationship formation within online brand communities: Bridging the virtual and the real’, Asia Pacific Management
- Review, vol. 22, no. 1, pp, 2- 9t Schembri, S, & Latimer, Li 2016, ‘Online brand communities: constructing and co-constructing brand culture’, Journal of MarkeLing Management, vol. 32, no 7-8, pp. 628-651t
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