Online Community Interaction - Revolution or Revulsion?

Marketing writers' assertion that online communities are the future for organisations may be misguided, although peer-to-peer networks are certainly the future for consumers. Brands have experienced 'consumer revulsion' at their poorly-planned attempts to enter online communities to interact with customers. The Internet has facilitated a revolution amongst consumers, providing a medium for online communities to thrive. Source credibility is paramount and Internet users are being selective with exactly whose message they are willing to accept, absorb and ultimately, allow to influence their buying decisions. The primary objective of this research is to undertake an exploratory investigation into the dynamics of online communities and how membership influences the buying decision for consumers of genre novels. Through the process of online focus groups and the completion of online questionnaires, data on the dynamics of online relationships between consumers and authors, the buying habits of consumers and the acceptance of online word-of-mouth (WOM) were extracted and analysed. This research demonstrates that the dynamics of online communities are highly complex and in no way inferior or less fulfilling than real-life relationships and that the influence of online relationships on our buying decisions have no less impact than real-life encounters