SOAS Research Online

Abstract

Online brand relationship development in West Asia is still a nascent field brands still did not master. While online brand relationships are becoming a key focus point for brands, brand communities embedded in social networking sites are still under-researched in the literature due to their novelty especially in West Asia. To that objective, this chapter focuses on bridging the gap in the literature through a qualitative study conducted in Lebanon and Saudi Arabia that explores the triggers as well as the risks that online brand communities present to brands in West Asian countries. The study identifies the main interests for consumers to joining online brand communities as well as the key negative downturns that are affecting their active participation and to a certain extent their relationship with brands. Managerial implications and recommendations are discussed.