Purpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project...

Purpose – The purpose of this paper is to review recent developments in online marketing strategy which demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodology/approach – The work draws upon the results of an ongoing...