Consumers as “Integrators” of Marketing Communications: When “Like” is as Good as “Buy”

Abstract

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.