TY  - JOUR
AB  - 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.
VL  - 13
IS  - 3
SN  - 1356-3289
DO  - 10.1108/13563280810893643
UR  - https://doi.org/10.1108/13563280810893643
AU  - Sicilia Maria
AU  - Palazón Mariola
PY  - 2008
Y1  - 2008/01/01
TI  - Brand communities on the internet: A case study of Coca‐Cola's Spanish virtual community
T2  - Corporate Communications: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 255
EP  - 270
Y2  - 2024/09/20
ER  -