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).