According to Hudson & Hudson (2013), brand communities could be defined as structured set of social relationship based communities that are not geographically bounded. Brand communities are generally formed so that involved members could use a common online platform for interacting with each other regarding common attractive factors for a specific brand. Increasing consumer empowerment in the global market is the most significant factor that triggered the development of brand communities, so that it could be utilised for expressing brand loyalty and emotional attachment with the consumers (Ryan, 2016). Hence, different social media platform based brand community development could be beneficial for an organisation to showcase the loyalty, positive relation and satisfaction of its existing customers so that positive impression could be created on the buying decisions of newer consumers on the evaluation stage of their decision making process. For example, a tourism event management organisation could develop its Facebook and YouTube based brand community so that pictures, images and positive reviews of existing customers regarding recent events could be shared to attract newer consumers (Signori and Flint, 2016).
Brand community should be developed using other social media platforms like Facebook, YouTube, etc. so that involvement of larger number of active users of stakeholders could be ensured through providing them with diverse communicational approaches (Flew et al., 2016).
The event organiser could publish own online contents like blogs or advertisements for attracting more general users (Ryan, 2016).
The marketing strategy for Dark Mofo was too dependent on social media (specifically on Twitter). Other promotional media like TV advertising, own Smartphone application based booking facilities, etc. should be considered for the future arrangement of this event (Flew et al., 2016).
The various factors influencing the marketing process in the modern time are discussed reflecting on works of some renounced researchers in the field of digital marketing. The study has been developed through considering the researches and studies done by different experts in recent times. Different types of promotional media and impacts of various social media platforms on different stages of consumer decision making process have been discussed in the study so that a better understanding about the importance of social media marketing could be achieved from the study. The strategic recommendations provided for the event organiser of Dark Mofo event in the concluding part of this study are the outcomes of developed knowledge from the former discussions.