Internetowa społeczność marki w teorii i praktyce. Wybrane aspekty
Online Brand Community in Theory and Practice. Selected Aspects

Summary/Abstract: The aim of this article was to describe online brand community and its importance in current market conditions. The point of this article was not only to define and indicate the core and types of the analysed category but also to point out the ways of its building and optimal use in actions for benefits of a personified brand. The methodology of research carried outin this paper included: literature studies, meta-analysis of available information resources and own quality research using a case study method for selected brands. The studies concerned the place and role of virtual community in managing the object marked by the brand and its relations with stake holders. It was observed that devoted and involved virtual community impacts, among other things, on the effectiveness of marketing activities for the brand, effectiveness of communication with stake holders and it also increases brand awareness. To a very large extent it is determined by phenomenon of presumption in people behaviours, and in particular the Internet users. In this article the recommendations were formulated for the oreticians and practitioners, who are interested in methodological building of online brand community andeffective use in the brand operations

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