The competition in the e-commerce space is raging as more and more businesses are taking the online route.  As a result, there is the need for enterprises to come up with innovative marketing ideas and strategies to survive in the cut-throat scenario. Today, Business is becoming customer-centric and its success depends on how well it is able to engage the customers. Building online customer communities is an effective measure to extend the customer reach and enhance the value of a business, and also give it a brand recognition.