Building a Lamoda Brand Community Based on Consumer Motives by Adapting Engagement Instruments of International Companies

This work is devoted to studying the best practices of the organization of brand communities and the study of the motives of consumers to engage in them. The purpose of the study is to create a prototype of the brand community for the Russian online fashion store Lamoda, giving several recommendations regarding the use of appropriate tools and practices to ensure the functioning of the brand community. For the recommendations to be applied, the author conducted three stages of the study: 1) desk research, which consisted of identifying the attributes and tools that brands use, then 2) quantitative research, where we identified and described user groups depending on their motives for engaging in the brand community, and 3) qualitative research: a series of in-depth interviews with Lamoda customers, which helped us identify the underlying motivations for engagement and understand what engagement factors influence consumer participation in the community.