For consumer-facing businesses an engaging brand community is the ultimate asset (Hong, 2015). Brand communities are online platforms allowing consumers to participate in feedback, advocacy and support, non-geographically bound (Peterson, 2014) and are a business strategy rather than marketing. They exist to serve us, the consumers who play a vital role in the brands ultimate legacy (Muniz, 2001).
I am a shopaholic. Nothing gets me higher like the scent of fresh clothes that I have bought or taking off the packaging of a new perfume. However I think the thing that commits me most to buying a product is the way that I am treated in a store.
Often when I wander I am not looking for a direct product however if a sales person can connect to me I may in fact make a purchase.