This book presents and analyzes the concept of online brand communities an emerging and
exciting topic in marketing and eCommerce. First it lays out the foundations like the
evolution of the Web and the so-called Social Web its utility for users and businesses and
the evolution of the marketing mind-set to adapt the Social Web. On this basis the book then
presents a detailed analysis of online brand communities examining the concept of virtual
community with a specific focus on virtual brand communities. In this context the book also
explores recent trends related to branding and brand management. Next it proposes a
classification system for online brand communities taking into account questions like the
motivating factors for consumers to join participate and stay in a community. The process of
value creation in communities is examined from both business and consumer perspectives. The
book draws to a close with a brief presentation of the process broadly accepted for the
successful development of online brand communities.
