Online Brand Communities: There Is More Than Oneway to Drive Consumers’ Online Brand Identity and Interactivity

Abstract

In 2012, brand communication strategies shifted as expenditures on Internet advertising in the US exceeded those spent on print for the first time. These trends point to the importance of brands using online brand communities (OBC) to build consumer-brand connections. However, despite the insights derived from prior OBC literature, there is minimal research investigating consumer-brand connections in an OBC. Though this stream of literature is helpful in explaining general motives for brand community engagement, it neglects to include research related to the power of branding. Consequently, when the context is shifted from general motives of engagement to brand-related predictors that influence consumer engagement, there is marginal research.

In 2012, brand communication strategies shifted as expenditures on Internet advertising in the US exceeded those spent on print for the first time. These trends point to the importance of brands using online brand communities (OBC) to build consumer-brand connections. However, despite the insights derived from prior OBC literature, there is minimal research investigating consumer-brand connections in an OBC. Though this stream of literature is helpful in explaining general motives for brand community engagement, it neglects to include research related to the power of branding. Consequently, when the context is shifted from general motives of engagement to brand-related predictors that influence consumer engagement, there is marginal research.