Add to ORKGAs marketers seek ways to use the web to enhance communications, it is important to understand what drives membership in virtual communities. Whilst information exchange is reported as a critical benefit, the simple act of staying in touch with friends may provide stronger motivator for consumers. This exploratory study finds that a propensity to see value in virtual communities is more directly related to a respondent’s enjoyment of networking than it is to their liking to share opinions. Therefore, marketers may need to tread lightly in their attempts to construct vibrant communities of advocates based on product oriented communications.Cullen Habel, Roberta Veale and Vinh Nat Luhttp://academyofwinebusiness.com/?page_id=10
Communities of virtual co-creation are emerging as a new form of consumer engagement, where through...
Marketing writers ' assertion that online communities are the future for organisations may be m...
Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active co...
Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opi...
Adopting the view that a virtual community is an influential social entity, this study provides a th...
Marketing professionals gradually utilize virtual communities as a new media for affecting sales by ...
Virtual communities are very impressive in the activities associated with the business and broad acc...
As new technologies became an increasingly greater part of people’s lives, consumers started to shar...
As social media and virtual communities increase in popularity, the spread of word of mouth becomes ...
Member-initiated virtual communities for product knowledge sharing and commerce purposes are prolife...
textA persistent belief in marketing communication is that consumer word-of-mouth (WOM) plays a cru...
National audienceConsumers increasingly interact with other consumers through the Internet. Electron...
Over the past decade, advances in the Internet and media technology have literally brought people cl...
With the advent of the internet marketing has seen a reinvention of the idea of communities in the f...
The recent advancements in communication technologies and the internet have broken geographical, tim...
Communities of virtual co-creation are emerging as a new form of consumer engagement, where through...
Marketing writers ' assertion that online communities are the future for organisations may be m...
Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active co...
Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opi...
Adopting the view that a virtual community is an influential social entity, this study provides a th...
Marketing professionals gradually utilize virtual communities as a new media for affecting sales by ...
Virtual communities are very impressive in the activities associated with the business and broad acc...
As new technologies became an increasingly greater part of people’s lives, consumers started to shar...
As social media and virtual communities increase in popularity, the spread of word of mouth becomes ...
Member-initiated virtual communities for product knowledge sharing and commerce purposes are prolife...
textA persistent belief in marketing communication is that consumer word-of-mouth (WOM) plays a cru...
National audienceConsumers increasingly interact with other consumers through the Internet. Electron...
Over the past decade, advances in the Internet and media technology have literally brought people cl...
With the advent of the internet marketing has seen a reinvention of the idea of communities in the f...
The recent advancements in communication technologies and the internet have broken geographical, tim...
Communities of virtual co-creation are emerging as a new form of consumer engagement, where through...
Marketing writers ' assertion that online communities are the future for organisations may be m...
Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active co...