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The Valence of Virtual Brand Communities
Companies are quickly learning that creating online communities for their brands is a successful way to build relationships; however, the technique has not proven itself infallible. As McWilliam (2000) mentioned in his article, “Building Stronger Brands through Online Communities,” brand communities can hamper a brand’s reputation. For example, Harley Davidson experienced a decline in their brand when Harley Davidson aficionados created an online community called Hell’s Angels—the users were motorcycle enthusiasts who earned a reputation for their law defiant behavior. Given the valence of online brand communities, why establish one? Well, consumer engagement with the brand helps achieve brand involvement and loyalty (Andersen, 2004). The trick is to create a community that thrives. A thriving brand community offers participants: a) a forum for exchange of common interests, b) a sense of place with codes of behavior, c) congenial and stimulating dialogue, and d) encouragement for active participation (McWilliam, 2000, p. 45). Bearing these elements in mind, I assessed Yahoo’s iPod user group and determined whether the presence of these factors were a harbinger of success.To begin with, the iPod community offers a forum for users to exchange common interests. Users can post questions about their iPod such as whether or not Apple intends to offer a replaceable battery. Second, a survey of the posted messages suggests that there are strict codes for behavior including: the omission of lewd comments, offering fruitful information, and quick responses to inquiries. Third, the dialogue is both congenial and stimulating. Users often end their comments with emoticons such as smiley faces. Lastly, participation is democratic—anyone with a Yahoo account can join the community. The presence of all four elements and the group’s six-year existence suggests that this community is furthering consumer’s commitment to the Apple brand.
In sum, communities can either assist or hinder a company’s brand. McWilliam’s (2000) four factors seem to be an accurate gauge of success. As we immerse ourselves in a virtual economy, cultivating strong consumer bonds is becoming a possibility—the trick is to combine the right set of elements and allow users to actively experience the brand.
Possible Discussion Questions
1. Check out Harley Davidson’s virtual community. What are its strengths and weaknesses?
2. Have you ever participated in a virtual community? If so, please tell us about your experience.
3. What do you think are the crucial factors of a successful brand community? Do you agree with McWilliams’ (2000) assessment?
4. Should spontaneous user groups take precedence over company created online communities? Why or why not?
5. Do you think company regulated online groups goad user censorship? If so, how does regulation affect the emergence of opinion leaders who can provide insight into future trends?
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| Started By | Thread Subject | Replies | Last Post | ||
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| yiyi | Paricipation in Virtual Community | 0 | Feb 6 2007, 4:18 PM EST by yiyi | ||
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Thread started: Feb 6 2007, 4:18 PM EST
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I've join various of groups regarding my interests. These group or discussion boards are participated by members who wants to exchange information, question and experience on specific product or brand. For instance, 6speedonline is a community of car enthusiastic. Within the site, different brand of cars have their own discussion board which allow drivers to exchange information. Through the discussion, drivers could get the latest news regarding their favorite car brand, pros and cons on a specific model, and solutions to problems. By getting together people from different places, users can get to know the brand from many prospectives. Since everyone can join the virtual group, a well-written regulation of a group is important to maintain the quality of the discussion.
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