Building Customer-Brand Relationships in Customer Communities

Within the framework of this thesis, were studied representation of client communities, their difference from social networks, the basic models and mechanisms of building relationships from the point of view of social psychology and the influence of social identity formed at the level of the community, on the solution of marketing problems were studied. The main objective of the master thesis is to study the factors that influence the construction of relationships in client communities between community members and the brand. A field survey was conducted in the form of a survey conducted on the Internet in various social networks. To analyze the data and achieve the goal of the dissertation work, factorial and cluster analysis was conducted on the basis of respondents 'answers with a certain sample of participating or non-participating in different brands' communities. As a result of the study, 2 interpreted factors were identified that are important for users of client communities (participants in the future) and 5 consumer groups based on these factors.