Facebook recognized the brand community trend and consequently followed up on it. In 2010, Facebook initiated the community pages where users could simply opt-in by LIKING the respective brand page. These community pages are “dedicated to a topic or experience that is owned collectively by the community connected to it”

In the early age of the internet, brand managers tended to simply replicate offline marketing activities online, underestimating the growing power of social media (Chrisodoulides, 2009). Over the years, however, every single marketing campaign turned out to require a so-called 360° marketing campaign approach, indicating the paramount importance of involving, connecting and meeting the customer on social media platforms (Turri, Smith, & Kemp, 2013). Accordingly, brand managers had to quickly understand the increasing importance of such ‘windows to the world’ tools and started engaging into a many-to-many communication with the online customer (Chrisodoulides, 2009). Subsequently, new possibilities arose on how to engage with the customer in order to deliver the brand promise online (Turri, Smith, & Kemp, 2013). Marketers found a way by using their brands as ‘legitimate relationship partner’ (Turri, Smith, & Kemp, 2013). In other words, brands can be compared to human beings that help customers in making decisions and fulfilling their needs (Turri, Smith, & Kemp, 2013).