Efficacy of social media platforms in building brand communities: Strategic insights

Abstract

This study explores how different types of social media platforms contribute to the formation and dynamics of brand communities, using McDonald’s as a focal brand with a global presence. Employing an eight-month netnographic approach that comprised both participant and non-participant observation, followed by content analysis of the brand’s Facebook and X (formerly Twitter) pages, the research investigates how platform-specific features influence community development. The findings indicate that social media can effectively foster brand communities by displaying distinctive characteristics, including community markers, commercial orientation, brand-related emotion, and social identity. These traits varied notably between platforms, prompting an exploration of their underlying causes based on extant literature. The study offers practical implications for brand managers, highlighting how brand communities can be developed without reliance on proprietary digital platforms. It provides strategic guidance for selecting appropriate social media types aligned with brand goals. This research contributes original insights to the fields of brand community and social media strategy by critically examining the interplay between platform characteristics and brand engagement. By establishing links between social media elements and brand community features, the study lays the groundwork for future investigations into the integrated dynamics of brand-driven social interaction in digital environments.