O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 7

Past, Present, and Future of Digital Brand Communities

You have to think of your brand as a kind of myth. A myth is a ­compelling story that is archetypal …. It has to have emotional ­content and all of the themes of a great story: mystery, magic, ­adventure, intrigue, conflicts, contradiction, paradox.

—Deepak Chopra1

We have discussed how brands are using digital marketing tools to build brand community. These online communities are widely accepted and used by consumers, and brands are engaging across these media. While the community format is preexisting on the social media sites, the ­competent marketer invests resources in engaging consumers, creating a two-way ­dialogue, and fostering positive brand sentiment. It is not enough ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required