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Fostering Brand Community Through Social Media by Shannon B. Rinaldo, Debra A. Laverie, William F. Humphrey Jr.

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CHAPTER 1

The Online Brand Community

Social media is a powerful tool in the Integrated Marketing Communications mix. Companies cultivate fans on Facebook, respond to tweets on Twitter, and encourage consumers to post their brand interactions on Pinterest. Managing the social media platform is a delicate balance for many companies, especially since consumers control much of the ­content. So how can companies manage their online relationships with customers in a way that can lead to brand loyalty? We present a ­conceptual model to detail factors managers should consider in using social media to build brand community. We discuss the benefits of a strong brand ­community and offer examples of how brands are effectively building community through ...

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