This research takes a deeper dive into online brand communities, featuring examples from an array of industries including sports (Adidas and Nike), fashion (Mango, Stradivarius and Zara), and technology (Apple, Samsung and Sony). As in the previous articles, the authors stress the importance of engagement, experience, and trust in building an online brand community. All of these help align brand narratives with customer narratives about those same companies. The authors found that using the community mainly for commercial purposes has a negative effect.
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