Community is a sociological rather than a marketing concept until the Internet was invented.
Today, the concept has a “socio-marketing” meaning especially with social network …

Online communities are an integral component of the digital communications mix available
to organisations. Social media platforms, including Facebook, Twitter, Instagram, TikTok and …

In late 2005, I wrote a paper for this journal entitled 'Customer communities herald new
ground rules for successful marketing'. At that time, the terms 'social networking'or 'social …

The last two decades have witnessed significant contributions from scholars extending the
literature on online brand communities (OBC's). Built on technology-mediated …

The emergence of marketing has been changed severely and it went to digital production,
so here in this internship report will emphasize on the role of community engagement in …

Brands play an increasingly important role in consumers' purchasing decisions in today's
post-modern era. Researchers have noticed the formation of a new type of human …

Purpose Taking jointly into account social commerce and online brand community, this
paper aims to investigate how the growth of social commerce and the fast adoption of online …

The online audience has become an important factor to be considered by different types of
organizations. With the digitalization trend covering almost all spheres of human activities …

Defining true “community”(community appropriately conceptualized with its myriad of unique
effects) is critical for understanding 1) when online communities serve as potential …

The internet was meant to enable marketers to reach their audience in an innovative and
timely fashion, while being able to extract more information about their customers. The …