Development of Quantitative Based Framework for Measurement of Online Brand Community and Encouraging Its Growth

Abstract

The extensive growth of Internet and with people spending more and more time on it, marketers had to shift their focus from traditional media to digital media. It became necessary for most of the companies to shift to digital marketing in order to reach more number of targeted audiences. Out of all the advantages that it offers, the most important one is development of brand loyal customers. The most effective way to achieve this is creation and development of online brand communities. These communities are a group of people who have a strong sense of belongingness towards the brand. Development of these communities will help the brand in increasing their publicity and also will act as a great source for new ideas. This paper presents a quantitative based theoretical framework for measuring the real size of online brand community. Also, this paper provides certain online execution strategies that will definitely help in building up an online brand community.