THE CHARACTERISTICS OF THE BRAND COMMUNITY ON SOCIAL MEDIA OF THE DIGITAL CAMERA USER COMMUNITY IN THAILAND

  • Naris Pichedpan University of the Thai Chamber of Commerce
  • Anchalee Pichedpan University of the Thai Chamber of Commerce
Keywords: brand communities, social media, digital camera

Abstract

Brand communities are a form of brand users gathering. They have a preference for the same brand and have a bonding with that brand and make acquaintance with each other. The small network gradually grows until it becomes a community. This research aimed to study the characteristics of the brand community of digital camera Facebook users in Thailand. The result from a preliminary analysis of Facebook of three digital camera brand users communities in Thailand revealed the following three components of the brand community; 1) the same feeling of brand users from their brand loyalty; 2) having a group culture and rules of community living, the form of tradition in both written and popular forms of practice, even if no provision has been made; and 3) having shared responsibility in the community such as generosity in community groups.

Published
2020-05-11