A comparison of firm-developed and consumer-developed online brand communities

With the Internet becoming increasingly accessible and user-friendly, more consumers are now creating online communities that focus on the consumption of brands - or online brand communities. Once developed predominantly by brand marketers, online brand communities developed by consumers creates concerns for brand marketers, as they're less able to control marketing messages and brand narratives. This thesis compares online brand communities created by consumers and firms, to determine who, how and why each is consumed.