Beyond Brand Building: How Web Communities Can Change the Way We Do Research
Web communities are one of the hottest trends in the field of marketing today. You only have to look at the growing number of conference sessions discussing community-driven platforms to realize that the era of the Web community is clearly upon us.
Many companies who were early advocates of communities used them for marketing purposes, centering their use on creating strong brand advocates and exploring brand-related communications. Many – if not most – communities still exist today with this same purpose in mind. However, like any rapidly evolving product, Web communities are growing in number and diversifying in their range of applications.