Brands need to share gaming communities’ motivations

The paper argues that online brand communities often fail because of a false assumption that they develop organically and should be left alone; on the contrary, the most successful resemble hierarchical business organisations and need to be managed like companies.

Brands need to share gaming communities' motivations

Nick Gadsby

Online brand communities have become a buzzword in recent years as companies become more interested in using the internet for commercial gain. But uncertainty remains about the benefits they...

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