The impact of social media based brand community (Case study:Sony’s laptop)

Social media based brand communities are very important to contemporary marketing researchers and managers. The present study investigates the brand community markers, elements, and practices on social media, following Laroch et al (2012) model. The participants of the present study were the users of Sony (Vaio) laptop. The survey was conducted in fall 2015 in Bandar Abbas. The findings strongly support the effects of social media based brand communities on the three markers of community, i.e., shared consciousness, shared rituals and traditions, and obligations to society

Keywords:

social media , brand community , sony’s laptop