Numerous companies maintain brand communities on Facebook
in order to interact with their consumers. Through these
brand communities, consumers not only communicate with the
brand but also interact with other members of the community.
Therefore, it can be postulated that consumers who aremembers of
a brand community have relatively proximal psychological distance
to the brand than do other consumers. Based on this aspect, the
findings from the current research can shed light on how to create more effective marketing communications in online brand communities.
For example, a concretely framed feasibility-focused
message may be more effective for brand community members
than an abstractly framed message that focuses on desirability of
the brand.