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

Maria Sicilia (University of Murcia, Murcia, Spain)
Mariola Palazón (University of Murcia, Murcia, Spain)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 6 August 2008

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.

Keywords

Citation

Sicilia, M. and Palazón, M. (2008), "Brand communities on the internet: A case study of Coca‐Cola's Spanish virtual community", Corporate Communications: An International Journal, Vol. 13 No. 3, pp. 255-270. https://doi.org/10.1108/13563280810893643

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited