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Conceptual Approach to Community, Virtual Community and Online Brand Community

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

Human beings, due to their unique characteristics as a species, need relationships with other individuals. This explains the interactions between people and the tendency to live in groups. All human beings belong to one or more communities, although this happens involuntarily. By simply having a family or residing in a city, one belongs to these communities. In other cases, the individual chooses which community he belongs to, seeking groups of people with values or styles similar to his own. Among these communities, we count brand communities, which revolve around one or more brands. The birth of the Internet and its evolution through ever-more-social versions has allowed people to find virtual communities into which, despite physical distance, they can integrate and adapt. Furthermore, online communities can facilitate maintaining and strengthening relationships with offline communities. In this context, communities that revolve around brands are strengthened by the emergence of online brand communities. This chapter defines community and identifies its primary characteristics. Later, we delve deeper into the main characteristics of virtual communities, as well as brand communities, both online and offline. Finally, these types of communities are compared.

Suggested Citation

  • Francisco J. Martínez-López & Rafael Anaya-Sánchez & Rocio Aguilar-Illescas & Sebastián Molinillo, 2016. "Conceptual Approach to Community, Virtual Community and Online Brand Community," Progress in IS, in: Online Brand Communities, chapter 0, pages 107-124, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-24826-4_7
    DOI: 10.1007/978-3-319-24826-4_7
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