With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the...

Community, coupled with commerce, content and communication are widely discussed as the essential components of successful web presence. Those organisations that control popular virtual communities are in a position to dominate business transactions over the Internet. Community means customer...