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With the evolution of Web 2.0 and advances in information technology marketers are facing new possibilities to promote their brands in an online context. Web 2.0 is characterized by active user participation, the willingness to disclose personal information, as well as the open dialog of users in online communities. This also implies that customers and brands increasingly communicate in an online environment. Over the last decade brand-hosted communities developed into a main area of online interaction that strengthens customer-brand relationships. So-called Facebook brand pages are one of the most prominent examples of such brand-hosted communities in Social Media...

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Schmitz, Dennis
Dennis Schmitz has graduated from WHU - Otto Beisheim School of Management with a M.Sc. degree in Management. During his studies he has stayed abroad at Kogod School of Business in Washington D.C. and Stockholm School of Economics. He works as Director Account Management at Arvato SCM Solution while being an external doctoral student at WHU.

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