Respuesta :
When the symbolic meaning behind a brand ties individuals to the brand community, interactions between the customers and the product lead to "a sense of identity and inclusion".
What is brand communities?
Brand communities are incredibly useful tools for marketing, managing innovation, and managing consumer relationships. Applying effective marketing techniques, meanwhile, also requires examining and taking advantage of the previously untapped potential of social distributed systems.
Some characteristics of brand communities are-
- In order to better understand the existence, operation, and various sorts of brand engagement within social networks, this study merges these two sociological trends that have typically been studied independently.
- By combining two distinct research streams, the netnographic approach provides clear evidence of this existence, allowing for a better understanding of these embedded brand engagement, their quirks, and the motivational factors that influence participation. As a result, the results add to theory.
- Brand management can now implement strong brands with less time and money invested thanks to the benefits of social networks, but choosing the right type of brand community, encouraging consumer interaction, and monitoring this social contact are crucial steps to achieving expected brand outcomes.
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