A brand community starts based on its core asset, that is, the brand itself , and continues to build relationships among members interested in the brand .
Furthermore, an online brand community can be grouped largely into two major groups based on the criterion of the community initiators. One is a consumer-initiated community voluntarily built by community members, and the other is a company-initiated community built by the company with ownership in the brand in order to establish a relationship with consumers and to induce productive feedback from consumers ( Shim, 2004) .
People Are by Far the Most Trusted Source – “word of mouth” Procent of global consumers 13+ who feel the following sources are very trustworthy for purchase ideas or information Source: Roper Gfk 2006
1) Sociala faktorer: Sociologist see a causal relationship between our desire for connectedness, knowledge and information and the evolution of Internet. Online communities can be seen as a substitute for (and preferred option to) more formal networks (e.g. number of members in church, parents' organisations etc. have declined by 50 % since the early 70s).
2) Teknologiska faktorer: Others highlight the importance of web 2.0, which has made blogging, groups, forums and web site creation possible for anyone, no need to know html. Broadband, digital cameras and recorders, as well as more advanced cell telephones, are other technologies that drive this development.
3) Ekonomiska faktorer : Often brand communities are described as non-profit in intention, but in many cases economic motives are also present. For example, many of the weblogs and communities are sponsored. Although the intent behind a online community or forum may seem to start with enthusiasm for a brand, the original motive is often to learn and show off skills in creativity or web 2.0 for economic ambitions (Jang, H. Y. 2007)
Vill vara aktiva: As these new customers, meaning the younger generation, are different in many aspects of their consumption and media behaviour, marketers who want to target this group face some challenges. Generation Y, meaning in the main customers born after 1985, want active participation and influence rather than being passive receivers. ( Kenneth W. Gronbach, 2008)
Teknologisk erfarenhet: Increasing numbers of people in the 13-to-30 age group (a consumer demographic for which marketers grapple) can be found on the internet. These self-made media producers ritually scroll through articles on their RSS readers; chat with friends on instant-messaging services; send and receive SMS messages; download tracks from iTunes; update blogs, MySpace pages and social-network profiles; monitor responses to updates; post notes on friends' Facebook profiles and 'walls'; and grab video clips from TV programs. ( Advertising age 2006)