Brand communities on the internet

Purpose The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca‐Cola, in Spain. Findings This study has shown that a web site can act as a marketing tool to develop a group of loyal consumers around the brand. The strength of the Spanish strategy relies on the creation of a virtual community, which provides functional, social, and experiential values. Originality/value The paper analyses the evolution from off‐line communities to virtual communities. A uses and gratification approach is used to explain consumer participation in virtual communities. The paper offers some useful guidelines for the creation and maintenance of a virtual community.