Social Network Sites and Brand Communities

Marketing Management 1
Social Network Sites and Brand Communities

Marketing Management 2
Introduction
The criteria of marketing has expanded widely which helps sellers to reach their potential
customers by adopting the various techniques of marketing such as advertisements, banner,
posters etc. new media such as M-commerce, internet advertising, social networking sites has
replaced the traditional media as every marketer adopt this strategy to do promotion of their
products and services. The importance of brand community will be defined in the essay. A brand
community is formed according to a product or brand. There can be some issues in the
development of the marketing and the research in customer behaviour. It gives outcome in the
form of stressing to make the link between brand individual identity and culture. Brand
community helps to maintain the relationship between customers and company for the long
period. The issue will be selected for the brand and brand communities and a short literature
review will be accompanied with real world examples.
Brand communities
There are various brands available which attract people by providing efficient features, the
strength of brand communities around them became a major component in business research as
well as marketing. An interaction has developed with the development of the social media and
the internet technologies. Marketers are endeavouring to manage the customers’ engagement
and drivers for online brand community participation which may impact the intended goals of the
brand. Brand communities are aided to increase the customer engagement such as apple; coca-
cola, Nike, star bucks; BBC, Dell and many more that participate in group based collaborative
efforts. Brand communities are featured by sharing rituals, traditions and consciousness along
with the sense of moral responsibility. The members of the brand community can be

Marketing Management 3
distinguished into a collective identification to which they can recognize. Thus, brand
community work together as rituals and help one other at the time of need.
Brand communities embedded in social networks
It has been analyzed that brand communities are embedded with social media to spread the
attractiveness of the products and services about the brand to the customers so that they can
connect with it and but number of products and services from it. It will be helpful to enhance the
product promotion and generate the more revenues. Nike has provided platform to those who
want to play. From the beginning, the community of Nike has been the depth of who it is and
what it does. The unifying force of this community is connecting the power of sport. This brand
community is committed to provide the training to the kids who are good in sports.
Furthermore, the high value of brand communities is connected with the social networks. The
actual numbers of selected online social networks are inspiring. For instance, Facebook has more
than 500 million active users around the world in 2011(Facebook.com, 2011a), twitter has more
than 106 million users in 2010 with growing rate of members by 30,000 a day. The ratio of
active users in LinkedIn is more than 100 million members in over 200 countries (LinkedIn.com,
2011). There are other forms of computer reconciled communication. The role of social media is
huge in promoting the brand which leads the company in the higher position by increasing the
sales of the company. Nike uses Facebook pages to connect sports player with each other and
provide them the latest news about the news. The aim of the company of a Facebook page is “to
transmit huge information in an official and public manner to people who want to connect with
them”. It has been found that the group of Facebook is the space for people in whom they can