The Role of Online Community indorunnersbdg in Building the Brand Equity
- 10.2991/icebef-18.2019.99How to use a DOI?
- brand equity; indorunners; online communities; marketing communication; role
The advancement of internet, mobile and networking technologies has transformed the world into an area that is no longer geographically insulated. People can connect to each other directly and constantly form a community. The community is formed because of our willingness to interact with people who have common interests. In relation to the intense competition in the business world, business people are looking for communication marketing strategies that involve online communities as a strength that has advantages such as loyalty of members, product knowledge and quality of tight relationships among members make the community as a significant role in determining the increase image and brand equity of a product or service without geographical boundaries. The purpose of this research is to know the role of indorunnersbdg as online community in building the brand equity. This research used descriptive qualitative method by taking data through in depth interviews with the management of indorunnersbdg and observation to their online members and communities. Based on the result of study revealed the role of online community in Building the Brand Equity are creator the message, builder expectation, developer trust and affirmation of integrity.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dini Salmiyah Fithrah Ali AU - Itca Istia Wahyuni PY - 2019/05 DA - 2019/05 TI - The Role of Online Community indorunnersbdg in Building the Brand Equity BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 458 EP - 462 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.99 DO - 10.2991/icebef-18.2019.99 ID - Ali2019/05 ER -