Through a contemporary point of view, Georgia-Zozeta Miliopoulou explores in her newest study the dynamics of managing brand communities in the age of social media. The research, via a survey and focus group of brand community managers in Greece, shows how current social media practices often hinder true community engagement. Managers focus heavily on increasing platform metrics and promoting interaction between users and the brand, rather than fostering a genuine sense of community among users themselves. For authentic brand communities to thrive, findings point to the need for community managers to undergo more training and to prioritize deeper engagement over surface-level metrics.
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