This study examines how online brand communities create value through social practices.
Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and
qualitatively investigates how Facebook brand Fan Pages are employed as brand community
resources to alleviate ties between members in the community and to establish
consumer-brand-relationships. Following four value creating practices are discovered:
'exchanging brand narratives' 'celebrating brand love' 'support and information resource'
and 'pressure valve for discontent'. It is found that interaction among community members and
engagement with the brand itself develop practices creating value on Fan Pages. Postmodern
consumers want to be able to influence brands and also long for connections with other
consumers besides relationships are shaped by dialogue and interaction. Facebook Fan Pages
offer means to achieve this and allow brands to become part of consumers lives. This study
extends research on brand communities and the findings enhance understanding why how consumers
engage online with brands and other members.
