The in specific brand related topics so that people

The author (Taiminen and Karjaluoto, 2017), states that internet
users tend to read material online. Thus, brands try their best to tempt people
for engaging in specific brand related topics so that people could feel
involved and part of some group for a cause. This aims to finding out the motives
of brands and their text readers. The distinction between keen readers, makes
their behaviors more consistent with the brand image and the other passive
readers, who tend to scroll through social networking sites and get a subtle
affect on them of brand sites. It does matter on the consistency of reading and
the level of concentration. Social interactions with brands create a personal
bond between the users and the brands which results mainly in brand loyalty and
customer contentment. Subject matter of information and enjoyment urges does
encounter into creating positive online marketing via different platforms. All
in all, keen readers do enjoy being a part of online brand communities.

                         People
in this digital era are highly affected online. It seems that internet is
shaping most of their decisions and choices for them which include buying
choice as well. These new brand societies have developed a new culture to
strive in, whereby people from homogeneous interests and hobbies chat together
and form behaviors and attitudes towards the brands through digital marketing
platforms. The question of how these brands are benefitting from these
communities is a great phenomenon to investigate. This feeling of relationship
building with the brands is an enticing subject to look into. As many
researchers have come up with many consumer buying conduct theories, they do
tend to vary from individual to individual. Cultural identification does play a
keen role in forming positive opinions over these online brand communities.
Therefore, brands should be more careful in making any themed content online
which does not portray a lifestyle which it could not give. The brand should
focus more on building a long-term bond with strategic users in their
communities and avoid any negative impact on these individuals by not extending
any new ideas or themes which are not linked with the ultimate vision of the
brand (Wang, Butt & Wei, 2011).

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                         In
this context, (Madupu & Cooley, 2010) motivation for ones inner finding of
who they are, honesty with themselves and others, enrichment socially,
knowledge and entertainment makes people join brand communities in the first
place. Secondly, the results of participation leads to positive brand
commitment, negative brand commitment and brand suggestion to family and
friends. Conversely, it can also be for cognitive enhancement, ethical duty,
and common values and cultures. The attachment with these communities does
question the length of time for the involvement. Customers’ commitment does
rely on certain factor, which known could provide a theoretical framework of
how brands should mold and update their forums respectively. Virtual
communities do serve a purpose of each individual and the whole group as a
whole in joining them. The main attraction of people joining from all over the
world on one platform and discussing how they feel and think about certain
brands does look like a thrill for people of brand communities. The usage of
products is encouraged to discuss. On the other hand, the behaviors of passive
members than the active members should be studied so that to make such
activities that could make them feel interested in the brand and its community.
The study of various factors could help the management of brand communities and
form a research department to test various factors in order to get a clear
concept of these relationships. All the participants should be active and
should be engaged somehow so that the growth of business could be prosperous
and healthy.

                         According
to (Filler, Matzler & Hoppe, 2008) innovation can be made in brand
communities by communicating ideas and thoughts that could benefit the brand
long term. Members of these communities with been interest could provide great
solutions to issues and competencies as in this competitive world, companies
need to establish and maintain an edge over its competition by providing
customer satisfaction. There is a small know-how of all the members in the
communities and their competencies to shape new ideas. The scale on which most people
are enthusiastic about the brand and those who are the least excited would
contribute differently to this new thoughts and communications. Also the
personality traits which makes an individual more interested is a determined
thing related to the brand engagement level and satisfaction. Specific
knowledge of the brand and field related skills can affect the level of ideas
which could help in innovation. Readiness in members is mandatory. For the
proposal of new online forums and in helping managers make such innovation and
in scholarly researches it could assist in many ways if these ideas are
discussed more vividly.  Emotions,
feelings and creativity are part of the paper. Whether an individual is
extrovert or is open to communication via brand communities is indeed a factor
to be realized in generating innovation by thinking differently. There is an
optimistic approach seen in people when brands involve them in the new product
development procedure. They feel engaged.

                         (Adjei,
M.Noble & H.Noble, 2009), the author states that firms should cautiously
formulate their brand community engagement strategies. Before buying anything
people tend to communicate and gather information about the usage and see how
other people have in mind about that specific brand. Consumer 2 consumer
distribution of their thoughts and experiences related to the products does
tend to affect brand image. There are fair and biased opinions everywhere
online. In this regard, communications in these brand communities were recorded
and checked if they align with a conceptual model in place. The results show
that sales do get affected by these brand communities. Furthermore, optimistic
responses have a greater affect on people than the negative ones. The
confidence in those brands is another factor that people like to consider.
Decision to buy is highly affected when related to product information is
shared on the World Wide Web.