These notions are also supported by other researchers (Englis & Solomon, 1997; Wilk, 1996). McAlexander et al. (2002) and Muniz and O’Guinn (2001) found evidence of shared consciousness in brand communities. More importantly, these feelings of oneness exceed geographical boundaries which show that members felt belongingness to a large imagined community. Especially the role of computer mediated communications such as the World Wide