Vy Hoang

The Overlap of Brand Community and Word of Mouth

Started June 23, 2021

Abstract or project description

Brand community–groups of people formed and centered around a brand’s consumption–is not a new concept to brands and researchers. For decades, companies have attempted to establish and strengthen brand communities to bring greater benefits for both brands and customers. This review paper will compile previous research on the relationship between brand communities and customer-brand relationships. I will also add to this literature the effects of social media and word of mouth on brand communities engagement. To support and illustrate my propositions, I will compare and contrast Amazon and Shopee–a leading e-commerce platform in Vietnam. My literature review will provide valuable resources for companies, especially in developing economies, on how to create brand loyalty, brand trust, and customer engagement. This paper will also serve as a foundation for future study on the overlap of brand community and word of mouth.