| Popis: |
This theoretical study aims to verify the current state of the art of marketing academic research on consumer socialization, on reference groups and on brand communities through a literature review of recent and or seminal authors. A critical analysis was performed on these ideas, which indicated, in the relationship between the group and the individual, the role key played by both social representations within the sharing context, as well as social interaction, considered vital for the existence and survival of a social group. Consequently, it was evidenced that community strength is proportional to the concentration of its interaction and of its communication between its members, this interaction being defined as a social process of exchange and of co-creation between individuals who share the same context social or interests and habits. |
