Community-basiertes Marketing: Wie Organisationen in der Tabakfabrik Linz ihre Communities steuern

Abstract

In the 21st century, community-building has emerged as a central marketing strategy as consumers increasingly value a sense of community and participation. Successful companies, organizations, and brands create exactly that: they provide places of identification and engagement. At the Tabakfabrik Linz, community-building is also actively promoted to strengthen networking, collaboration, and member retention. Against this backdrop, the present study examines the question: How do key players at the Tabakfabrik Linz use community-building as a marketing strategy, and what success factors and challenges arise from it? The aim is to gain practical insights and identify key factors relevant to the long-term development and maintenance of communities. The study follows a qualitative research approach and is based on five expert interviews with key players from various sub-communities of the Tabakfabrik Linz. The interviews were conducted using a guided approach and analyzed using the qualitative content analysis method developed by Philipp Mayring. The respondents’ statements were systematically coded and examined for recurring patterns, success factors, and challenges. Additionally, a theoretical classification was made based on common community-building models. The investigation shows that community-building strategies at the Tabakfabrik Linz are characterized by nine factors: structured onboarding, target group-oriented communication, contact persons, visibility, diversity, networking, connecting formats and activities, agility, and the cultivation of personal relationships. Particularly effective is the combination of analog formats and digital platforms to promote interaction. At the same time, ensuring long-term engagement, managing limited resources, and balancing strategic planning with situational adaptation present central challenges. The findings provide practical approaches for further development of community-building strategies and offer impulses for future research.

Date of Award	2025
Original language	German (Austria)
Supervisor	Markus Moser (Supervisor)