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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 4

Community Characteristics

Building Brand Identification

Brand identification is considered a critical predecessor for building brand community. Advertising research encourages brands to become relevant for their target consumer base. Social media provides a platform wherein consumers seek brands relevant to their self-concept and, ­therefore, build personal identification with those brands. In addition, brand ­endorsements shared by consumers’ reference groups (people they identify with or aspire to) further enhance the consumer tendency to build identification with a brand and its products. The types of social media brand endorsements that consumers may encounter varies greatly, and includes status updates, paid advertising units, ...

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