Social Network Sites & Brands and/or Brand Communities

Social network sites & brands and/or brand communities

Contents
Introduction......................................................................................................................................2
Research & Discussion....................................................................................................................2
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Introduction
With the emerging influence on the people, social networking has a major effect on the young
adolescents where we are able to find the groups, expose to the online social media. It is believed
that the online brand communities tend to influence the purchasing capabilities of the people.
The brand trust and loyalty are the major factors which are based on the customer-centric model.
According to Winer, (2009), the social networking sites have been the major influence for the
people in Web 2.0 era where the content generated from a user can create a powerful community
that could lead to the facilitation of people's interaction with certain common interests (Winer,
2009). The marketers have cautions in using the new medium mainly because of the risks that
the members have to face due to the over-commercialization of a site.
Research & Discussion
The online social networking has changed the way people communicate, work and play along
with enhanced consumption of experiences in different aspects of product discovery, usage
behavior, and the product co-creation. The organizations include profit and non-profit sectors to
implement their e-commerce media campaigns with the network sites to provide the consumer
brands with the social venue that tends to capture and engage people to change the marketing
landscape (Ashley & Tuten, 2015). The study is about the personal relationships and to meet the
business to customer relationship which is based on handling the consumer brand relationship
with providing insights related to online consumer community relationship marketing with
certain interpersonal communication as well. In the community content, the focus has been on
the functional and utilitarian theories where the communities have focused on heavy information.
Some of the major issues include the validation, where the reviews of the buyer or the consumer
are influential for the market to claim the different brand features. This helps in setting out the
detail about meeting customer expectations (Hollebeek, Glynn & Brodie, 2014). The reach is for
the social media marketing which allows the marketers to pursue with the wider audience in less
time and lower cost. The control is the biggest challenge for the social media marketing, where
the communication is important for the promotion of the product. The marketers need to engage
in improving the communication with the brands in online advertisements (Schivinski,
Christodoulides & Dabrowski, 2016). The forward-looking communities are considered to be
important for the different consumers and the marketers who can represent a better reaction