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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 3

Relational Characteristics in Social Media

Brand Experiences, Exposure, Relevance of the Message, and Relevance of the Group

Relational characteristics serve as mediators between brand characteristics and community characteristics. The first step is creating a brand that is well promoted and perceived as high quality, competent, and ­reputable online. Next, brand managers should spend time enriching brand ­experiences, through social media exposure and relevant messages. This chapter defines each of these relational factors and discusses how they are interrelated, affect consumers, and are influenced by the brand manager online.

Brand Experiences

First and foremost, consumers must have experience with the brand ­initially before forming ...

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