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Web 2.0 trend: major brands' own online community versus dedicated profile on Facebook

Published: 2010-09-21

This article is based on a recent InfoCom study on consumer brands online strategy and in particular whether they were interested in having their own online community or rather a presence on Facebook (or other important social networks). We carried out about 30 interviews with major international and German brands (beverages, cosmetics, retail, touristic, cars, etc.) as well as a few major football clubs and a few "affinity"-communities or NGOs (Non-Governmental Organisations).

Published: 2010-09-21



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