Społeczności tradycyjne i wirtualne w budowaniu zaangażowania konsumentów wobec marki – analiza porównawcza
Offline and Online Communities in Building Consumers Engagement of the Brand – a Comparison Analysis

Summary/Abstract: The article compares the potential of traditional communities (e.g. fan clubs of the brand) and virtual communities (e.g. media and social networks) to shape consumer engagement with the brand. The first part of the article presents the characteristics of virtual and traditional brand communities. The second part of the article contains a comparison of virtual and traditional communities in the aspect of specificity and potential to build consumer engagement with the brand. The text is the result of a systematic review of the literature on the subjectin the field of sociology, psychology and management sciences.

• Details
• Contents