Online Brand Community (OBC)

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Categories: Branding, Marketing
DEFINITION:

Online Brand Community (OBC)

An online brand community, known as OBC, is defined as “any group of consumers with a shared enthusiasm for the brand and a well-developed social identity. Members engage jointly online, in actions to accomplish collective goals and/or express mutual sentiments and commitments. It is an online social space where information and experiences about a specific brand are shared among users, or between users and the brand.

Brand communities are found not only offline (e.g. Harley Davidson owners), but also in online environments.” (Estrella-Ramón et al, 2017).

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NB: The rapid changes that comes from digital technologies, marketing and business mean definitions are forever changing. Please feel free to join the conversation.« Back to Glossary Index

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