Online Brand Communities

This section focuses on Online Brand Communities (OBCs) — spaces where customers interact not just with brands, but with each other, shaping collective identity, loyalty, and co-creation.

Topics include:

• What drives participation in brand communities
• The need for validation, belonging, and status
• How OBCs contribute to brand equity and customer retention
• Moderation, conflict, and psychological safety in digital spaces

Future posts will bring qualitative and quantitative research into conversation with real-world community-building practices.

Content coming soon.