Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community

  • Sicilia M
  • Palazón M
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Abstract

Purpose - The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach - This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca-Cola, in Spain. Findings - This study has shown that a web site can act as a marketing tool to develop a group of loyal consumers around the brand. The strength of the Spanish strategy relies on the creation of a virtual community, which provides functional, social, and experiential values. Originality/value - The paper analyses the evolution from off-line communities to virtual communities. A uses and gratification approach is used to explain consumer participation in virtual communities. The paper offers some useful guidelines for the creation and maintenance of a virtual community. [ABSTRACT FROM AUTHOR] Copyright of Corporate Communications: An International Journal is the property of Emerald Group Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • Brands
  • Communities
  • Customer satisfaction
  • Internet
  • Spain
  • Virtual organizations

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Authors

  • Maria Sicilia

  • Mariola Palazón

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