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Bonding in Online Communities

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Group attachment is an important aspect of retaining and maintaining customers. As groups begin to identify and interact with new members, they build additional identities with the service or product. Research by Yuquing Ren, et. al (2012), focuses on communication and the understanding of identity, bond, and community identity in online forums. Their study helps highlight how different types of attachment strengthen online interaction and customer retention.  The far majority of business that seeks to build online communities fail to attract a critical mass of customers even when over a million dollars have been spent (Worthen, 2008).   The primary problem is that they have not been able to create and develop a level of attachment among members. Customers simply come and disappear after a few posts.  Understanding that there is identity attachment, bond attachment and community attachment can help in fostering the right type of activities that create positive identity w