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The Role of Online Community In Maintaining Brand Image
Dini Salmiyah Fithrah Ali, Itca Istia Wahyuni

School of Communication and Business
Telkom University
Bandung, West Java


Abstract - The new media era creates an online community that used to interact or communicate among its members through online media, especially social media. The advantages of online community widely used by business people to develop marketing communication strategies in addition to maintain brand image. The aim of this research is to investigate the role of online community in maintaining the brand image. This research used descriptive qualitative method by taking data through in-depth interviews with the management of biketoworkbandung and observation to their online members and communities. Based on the result of research revealed the role of online community in maintaining The Brand image are builder the perception, provider the communication, developer the experience

Keywords: Keywords: biketoworkbandung, brand image, online community; marketing communication; role,

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Dini Salmiyah Fithrah Ali)

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