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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 2

Brand Characteristics

How to Communicate Quality, Competence, and Reputation via Social Media

Firm size and market share do not appear to be factors in building strong communities, as both small and large companies have built ­successful communities of brand-loyal consumers. Many of these companies, ­particularly those with limited resources, have done so via social media. The accessibility of digital media lowers the barriers to entry and places small brands on a level playing field with larger brands for cultivating online communities of fans. Brands likely to successfully form and ­foster brand community must first exhibit strong performance in the key brand factors of: quality, competence, and reputation. For a consumer to ­simply ...

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