This book focuses on building and maintaining brand community in the emerging, dynamic
space of social media. A theoretical model encompassing brand characteristics, relational
factors, and characteristics of the brand user community is used as a structure to explain the
various aspects of online brand communities. Furthermore, the authors discuss how online
brand communities differ from and can be used to complement traditional, face-to-face brand
communities. Brand managers, social media managers, and other members of the brand …

Traditionally wine marketers have used advertising to inform and persuade. However, wine
marketers are realizing that relational and experiential aspects of wine consumption are
important to understand. One way to develop brand loyalty is by building brand community.
Online communities, such as those facilitated via social media sites, are now used to build
relationship though customer interactions. Online community members share product
information, knowledge, product experience, and identity. We argue that the next step in this …