Abstract: The proliferation of brands in the market and the attendant disconnection presents significant challenges for decision makers. The usefulness of online communities is growing globally but the potentials remain inadequately harnessed in developing countries. Marketing strategists are exploring various strategies to enhance consumer relationships and brand trust through online communities. Unfortunately, few studies have focused on the impact of online communities, particularly in Nigeria. This study examined how online communities, and relational trust can influence brand choice and familiarity in Nigeria. Cross sectional survey was conducted. Sample of 164 was used while summary statistics, logit regression and correlation analysis were used to analyze the data. The findings established a nexus between relational trust and brand familiarity, brand choice, and brand differentiation, highlighting the significant influence of online communities on brand perception. Furthermore, age, recommendations, content, rewards, and quality of information significantly impact consumers’ decisions to join online communities. This study provides insights into the operations of multilevel marketing firms operating in emerging digital space and emphasizes the need for businesses to leverage on the interconnectedness of online communities to build profitable relationships and trust in their brands given its influence to foster trust and long-term customer relationship. The implication is for firms to invest in online communities’ management to foster trust and improve consumer perception, especially in markets where traditional advertising is less effective.

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