COMMUNITY MANAGEMENT IN BUSINESS

UDC 338
DOI: 10.36871/ek.up.p.r.2023.04.01.007

Authors

Aleksandr E. Krotov,
National Research University “Moscow State University of Civil Engineering”
Malika U. Baysaeva,
Chechen State University named after A. A. Kadyrov
Irina Kh. Kuchieva,
North Ossetian State University named after K. L. Khetagurov

Abstract

When a community forms around a brand, it taps into people’s core emotional and social needs, creating strong bonds between the people in it and the brand they love. When they express passion for a brand in the brand community, it resonates strongly and is reflected in relationships with other members of the community. In a successful brand community, like-minded people are united not only by a common love for the brand, but also by the possession of certain skills and interest in similar experiences. Naturally, when this happens, a stream of authentic earned media develops and community members share content without much encouragement. Businesses create communities – or implement community management tactics within companies – to build genuine relationships between their external audiences (customers, fans, and followers) and internal audiences (employees, suppliers, partners, and team members). When companies invest in community management, they move from an everyday brand to a human brand that deeply cares about the people who support, work for, and interact with them.

Keywords

community, companies, business, brand.