This is a case study of Starbucks online communities aiming to find out how does Starbucks conduct public relations online. The analysis of Starbucks’s online communities reaches following conclusions: (1) Online communities can flood negative news and unfavorable opinions. (2) A company can build a healthy image by fulfilling CSR through online communities. (3) Online communities help to maintain customer loyalty and promote the product and service. (4) Online communities can boost free publicity, add extra value to a company’s culture and attract more customers. Overall, the investigator concluded that online communities have potential to surpass the traditional public relations media and play a significant role in establishing a brand.
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