Millennial consumers in online brand communities (OBCs) can be divided into four groups – judgementalists, bias situators, sugar-coaters and rationalisers – based on the discussions they engage in.

Such findings came from a qualitative study within the fashion industry, entitled Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective, published in the journal Psychology & Marketing. 

Why it matters

Understanding participants in online brand communities can help marketers determine the sentiment of different audience segments, yield valuable insights from current and prospective buyers, and potentially indicate how to shift users from one group to...