Brand Evangelism among Online Brand Community Members

IntroductionSocial media had changed todays' social communication landscape at large. It is said that today, we live in 'referral powered' community. Consumers' attitude and behavior towards certain brand c an easily be changed by just a referral from someone they trust and respect. It is hold true in today's digital edge, whereby almost every one of us belongs to specific brand communities. For instance, Kozinet (1999) forecasted that over 40...