The author (Taiminen and Karjaluoto, 2017), states that internetusers tend to read material online. Thus, brands try their best to tempt peoplefor engaging in specific brand related topics so that people could feelinvolved and part of some group for a cause. This aims to finding out the motivesof brands and their text readers. The distinction between keen readers, makestheir behaviors more consistent with the brand image and the other passivereaders, who tend to scroll through social networking sites and get a subtleaffect on them of brand sites. It does matter on the consistency of reading andthe level of concentration.
Social interactions with brands create a personalbond between the users and the brands which results mainly in brand loyalty andcustomer contentment. Subject matter of information and enjoyment urges doesencounter into creating positive online marketing via different platforms. Allin all, keen readers do enjoy being a part of online brand communities. Peoplein this digital era are highly affected online. It seems that internet isshaping most of their decisions and choices for them which include buyingchoice as well.
These new brand societies have developed a new culture tostrive in, whereby people from homogeneous interests and hobbies chat togetherand form behaviors and attitudes towards the brands through digital marketingplatforms. The question of how these brands are benefitting from thesecommunities is a great phenomenon to investigate. This feeling of relationshipbuilding with the brands is an enticing subject to look into. As manyresearchers have come up with many consumer buying conduct theories, they dotend to vary from individual to individual.
Cultural identification does play akeen role in forming positive opinions over these online brand communities.Therefore, brands should be more careful in making any themed content onlinewhich does not portray a lifestyle which it could not give. The brand shouldfocus more on building a long-term bond with strategic users in theircommunities and avoid any negative impact on these individuals by not extendingany new ideas or themes which are not linked with the ultimate vision of thebrand (Wang, Butt & Wei, 2011). Inthis context, (Madupu & Cooley, 2010) motivation for ones inner finding ofwho they are, honesty with themselves and others, enrichment socially,knowledge and entertainment makes people join brand communities in the firstplace. Secondly, the results of participation leads to positive brandcommitment, negative brand commitment and brand suggestion to family andfriends.
Conversely, it can also be for cognitive enhancement, ethical duty,and common values and cultures. The attachment with these communities doesquestion the length of time for the involvement. Customers’ commitment doesrely on certain factor, which known could provide a theoretical framework ofhow brands should mold and update their forums respectively.
Virtualcommunities do serve a purpose of each individual and the whole group as awhole in joining them. The main attraction of people joining from all over theworld on one platform and discussing how they feel and think about certainbrands does look like a thrill for people of brand communities. The usage ofproducts is encouraged to discuss.
On the other hand, the behaviors of passivemembers than the active members should be studied so that to make suchactivities that could make them feel interested in the brand and its community.The study of various factors could help the management of brand communities andform a research department to test various factors in order to get a clearconcept of these relationships. All the participants should be active andshould be engaged somehow so that the growth of business could be prosperousand healthy. Accordingto (Filler, Matzler & Hoppe, 2008) innovation can be made in brandcommunities by communicating ideas and thoughts that could benefit the brandlong term.
Members of these communities with been interest could provide greatsolutions to issues and competencies as in this competitive world, companiesneed to establish and maintain an edge over its competition by providingcustomer satisfaction. There is a small know-how of all the members in thecommunities and their competencies to shape new ideas. The scale on which most peopleare enthusiastic about the brand and those who are the least excited wouldcontribute differently to this new thoughts and communications. Also thepersonality traits which makes an individual more interested is a determinedthing related to the brand engagement level and satisfaction. Specificknowledge of the brand and field related skills can affect the level of ideaswhich could help in innovation. Readiness in members is mandatory. For theproposal of new online forums and in helping managers make such innovation andin scholarly researches it could assist in many ways if these ideas arediscussed more vividly. Emotions,feelings and creativity are part of the paper.
Whether an individual isextrovert or is open to communication via brand communities is indeed a factorto be realized in generating innovation by thinking differently. There is anoptimistic approach seen in people when brands involve them in the new productdevelopment procedure. They feel engaged. (Adjei,M.Noble & H.
Noble, 2009), the author states that firms should cautiouslyformulate their brand community engagement strategies. Before buying anythingpeople tend to communicate and gather information about the usage and see howother people have in mind about that specific brand. Consumer 2 consumerdistribution of their thoughts and experiences related to the products doestend to affect brand image. There are fair and biased opinions everywhereonline.
In this regard, communications in these brand communities were recordedand checked if they align with a conceptual model in place. The results showthat sales do get affected by these brand communities. Furthermore, optimisticresponses have a greater affect on people than the negative ones. Theconfidence in those brands is another factor that people like to consider.
Decision to buy is highly affected when related to product information isshared on the World Wide Web.