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Brand Communities enhance a firm’s ability to interact with consumers. It provides a direct link to loyal, casual users, and onlookers. Its growth is driven especially by encouraging consumer-to-consumer dialogue.
The Shape of Marketing Research 2021.
I am unconvinced that Facebook is the end-all way to form a brand community, despite that most will take that away. We spend limited amounts of concentration on social networks- looking at friends’ photos and stati is a fairly low-brainpower function. We are certainly not thinking diligently about a brand and why we love it oh so much. (Because we don’t really care about it that much, no matter what brand it is.)
