During the past few years, many books and articles have treated the subject of virtual communities as plausible solution to a demanding and unpredictable consumer. However, few authors have investigated this phenomenon in the context of an epoch where social networking site Facebook dominates the online world. Thus, this book explores through the postmodern lenses, the potential of building virtual brand communities on the hosting platform Facebook. Combining theories from three different areas, this investigation systemizes a series of theoretical and practical aspects related to the companies' pressing need of entering Facebook. It should be particularly of interest for Communications and Marketing professionals, but also to anyone else who may be considering utilizing virtual communities for marketing purposes.
