A research of the motives for consumers to join the brand community of the retail FMCG network on social networks (comparison of Facebook, Instagram, YouTube)

The article describes a research of the motives for consumers to join the brand community of Russian retail chains FMCG on social networks Facebook, Instagram, YouTube. In order to develop recommendations for creating of a company’s brand community in social networks, the author proposes to study the motives for consumers to enter the brand community of a retail network in social networks. Russian companies use the following social networks to organize communications with consumers: Facebook, Instagram, YouTube. These social networks have distinctive features that must be taken into account when organizing company communication with consumers. In connection with this author set the goal to compare the motives for customers to join the company’s brand community in various social networks. A comparison of motives allows seeing what the buyer appreciates in his communication with the company, depending on the chosen social network. The novelty of the author’s approach consists in comparing the motives for consumers to enter the brand community of the main social networks, which makes it possible to make recommendations for marketers in relation to these social networks. For marketers, the results of this study help to see how the company should build its communications in social networks such as Facebook, Instagram, YouTube. The expectations of consumers from the company may differ depending on the social network, understanding these expectations allows the company to effectively create brand communities in social networks and ensure the consumers brand engagement in social networks.