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Pascal's Wager: The Real Or Promised Benefits Of Brand-Sponsored Brand Communities, Caroline M. Ford

Caroline M Ford

With the exponential growth of consumers using social networking sites such as Facebook, firms are driven to figure out how to exploit this new marketing medium in such a way as to add value to their brand or to further corporate goals. There is much excitement about the potential to reach millions of consumers in a nimble medium at dramatically lower costs and effort. Whether firms are realizing real return or speculating on its purported potential requires a greater understanding of the implicit model guiding the sponsorship of Virtual Brand Communities (VBC). Using a grounded theory approach, this research examines …