DOI: https://doie.org/10.0913/Nerj.2024547748
Axita Thakkar , Dr. Bijal Zaveri
Keywords:Online, Virtual Brand Community, Bibliography, R- Studio, community engagement, engagement, online branding
Red Bull's virtual brand community is a dynamic ecosystem that exemplifies the cutting-edge approach to brand engagement in today's digital era. This study of the community revealed that the core of Red Bull's brand identity revolves around high-energy activities, extreme sports, and a youthful spirit, fostering customer trust through engagement. Through strategies such as creative content marketing, live streamed events, user-generated initiatives, and interactive online forums, Red Bull has successfully leveraged its community to foster unwavering brand loyalty, encourage collaborative content creation, and drive active consumer participation. This study provides an exploration of the strategies employed by the Red Bull virtual brand community, as well as the factors that influence them. The article also highlights its significant impact on shaping modern marketing approaches and nurturing strong relationships between brands and consumers. The objective of identifying the factors that affect the virtual brand community has been analyzed, and the framework indicating the virtual community model has been developed with a strong and systematic literature review. We gathered 400 responses for this analysis through a structured questionnaire survey, utilizing tools like R Studio, SPSS, and tests such as factor reduction and bibliometrics to better justify the brand's engagement in the community.