When analyzing branding communities we hear a lot of analysis focusing on the brand. This post examines the consumer’s motivations to follow brands on different social media platforms and their expectations when they join these branding communities.
How Consumers Use Branding Communities on Social Media Platforms
Consumers use branding communities to engage with brands. Consumers use branding communities first to share their opinions about a certain brand. Since most brands now actively respond to individual comments, there is mutual engagement between the brand and the consumer. Second, consumers “like” social media platforms such as the Facebook pages of these brands because wait for it, they actually buy and use their products. This is one of the most important factors because this is part of what motivates a consumer to join a branding community....
Via Jeff Domansky