Brand communities on social media : a case study of microblog hosted by BenQ in Taiwan

The importance of social media is growing day by day because consumers increasingly use online platforms to facilitate social interaction. One new form of social media is microblog. The real time and ubiquitous communication that can deliver to a network of people is a great benefit for marketers to build online brand communities. The paper investigates the communication between the company and consumers based on BenQ’s case in Taiwan. The focuses lie in addressing the types of topic, techniques for marketing purposes and eWOM. These findings should assist marketers and academics in their understanding of brand communities on social media.