Fröhlich, Romy & Schöller, Clarissa. (2012). Online brand communities: New public relations challenges through social media. In Sandra C. Duhe (ed.), New media and public relations (2nd ed., pp. 86-95). New York: Peter Lang Publishing Inc. Summary With the advent of the social web, online brand communities (BCs) have spread rapidly. But, what exactly is … Continue reading Online brand communities: New public relations challenges through social media