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Creating and Developing Virtual Brand Communities: Some Practical Guidelines

In: Online Brand Communities

Author

Listed:
  • Francisco J. Martínez-López

    (University of Granada
    Open University of Catalonia)

  • Rafael Anaya-Sánchez

    (University of Malaga)

  • Rocio Aguilar-Illescas

    (University of Malaga)

  • Sebastián Molinillo

    (University of Malaga)

Abstract

As non-traditional social and dynamic tools, virtual brand communities are constantly changing and evolving. This complicates the process of defining the keys to the success of their creation and development. However, there are many factors that organizations should keep in mind; furthermore, there are several stages that virtual brand communities should pass through. In this chapter, the most important general factors and considerations are synthetically analyzed, and the necessary stages for creating and developing a community are presented.

Suggested Citation

  • Francisco J. Martínez-López & Rafael Anaya-Sánchez & Rocio Aguilar-Illescas & Sebastián Molinillo, 2016. "Creating and Developing Virtual Brand Communities: Some Practical Guidelines," Progress in IS, in: Online Brand Communities, chapter 0, pages 207-215, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-24826-4_12
    DOI: 10.1007/978-3-319-24826-4_12
    as

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