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2021, vol. 52, iss. 1, pp. 32-42
Marketing focused on the online brand community: The example of Zara
aUniversity of Business Academy in Novi Sad
bVisoka škola strukovnih studija za informacione tehnologije, ITS, Beograd
cMetropolitan University, Faculty of Management, Belgrade

emailnevenka.popovic.sevic@fsu.edu.rs, anja12517@its.edu.rs, milica.slijepcevic@metropolitan.ac.rs, milena.ilic@fsu.edu.rs
Keywords: online brand community; consumer behavior; social media; fashion brand; Zara
Abstract
Nowadays, expansion in the technological achievements domain is increasingly faster and big changes have been made in people's interconnectedness and communication with the introduction of the Internet in our everyday lives. People started connecting online. Online communities have emerged as a network of the people gathered around the same interests, no matter whether such interests are private or business interests, through specific online media, thus creating a vast platform for the exchange of information, experiences and knowledge that transcends all geographical, social and temporal barriers. As a new information exchange platform, online communities also represent a new channel through which companies promote their business and their products, and provide new points of contact with their customers, who have increasingly greater power, the availability of and access to information. Marketing aimed at online consumer communities is analyzed in the paper on the example of Zara.
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About

article language: English
document type: Review Paper
DOI: 10.5937/markt2101032P
published in SCIndeks: 16/07/2021
peer review method: double-blind
Creative Commons License 4.0

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