Relation between consumer engagement in digital communities and brand loyalty

Since very old times people used to engage in communities. Of course, if we go 80 years back there was no such thing as internet, computer or media. But already then people engaged in communities because of common traditions, beliefs in order to exchange opinions, thoughts they have about particular subject or object. In the end of 20th century these communities started to develop. As well as technologies started to grow really fast. Today new technologies are booming and enhancing every day. Consumers have more and more possibilities to communicate via internet. And not only that. They can also express their own opinion about particular brand, product or service. As I said before, long time ago it was similar, because common relations used to engage communities. These days communication has emerged significantly and it is easier for both consumers and marketers. Probably, it is logical, because consumers have better access to the see the variety of brands available and to make a choice which product of which brand they enjoy most. They can discuss with other customers about specific brand, exchange thoughts about the service or quality of a product. While for marketers it is a lot more appropriate to see what consumers think, talk and feel about their brand or a product. In that case they can repair or improve their product, service or web page. However, even though consumers have a huge variety of products they want to use, there are a lot of digital communities, where they can interact with other people. But, in my opinion, it is crucial to clarify what are the reasons for consumers to stick with one particular brand and become loyal to it, also what factors influence their decision and, at the same time, how important is the role of marketer to...

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