Christina Chiang has decided to order a week's worth of groceries from HomeGrocer.com. She places her order and is pleasantly surprised when she receives her order at her doorstep six hours after the order was placed. This transaction would be a good example of the exchange that takes place in a "virtual brand community."

Question

Quizplus · Accepted Answer

A virtual brand community involves interactions and exchanges among consumers and the brand in an online space, often centered around shared interests or brand loyalty, rather than just a simple transaction like ordering groceries online.

Christina Chiang Has Decided to Order a Week's Worth of Groceries