Abstract: In today’s global information society, to establish and maintain a successful brand is required to integrate online communication tools within the whole strategy for its construction and management. A presence in the online space is not enough. It is necessary to create consumers commitment and to convert the purchase of products into an unforgettable emotional experience for them. This can be achieved through creation and maintenance of quality communication in online brand communities, which in turn are preferred channel in the realization of the relationship customer-to-customer (C2C). Nowadays one of the most commonly used online communication channels is the social network Facebook and its benefits can be used to achieve greater communication efficiency.
Keywords: Brand, Online brand community, Online communication, Branding, Social network, Facebook.
Rhetoric and Communications E-journal, Issue 24, September 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464