The Strategic Implications of Consumer-Centric Virtual Communities

The Strategic Implications of Consumer-Centric Virtual Communities

The social aspect of Internet-based communities, also known as Virtual Communities (VCs), formed around a consumption activity or a brand is influencing the marketing actions in a significant way. The strategic implications of such virtual communities under following four themes: (1) VCs as target m...

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Veröffentlicht in:Journal of marketing development and competitiveness 2011-06, Vol.5 (3), p.11
1. Verfasser: Sindhav, Birud
Format: Artikel
Sprache:eng
Schlagworte:
Audiences
Business models
Collective bargaining
Communication
Community
Consumers
Consumption
Internet
Literature reviews
Market penetration
Marketing
Social networks
Social research
Studies
Target markets
Virtual communities
Virtual reality
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Zusammenfassung:The social aspect of Internet-based communities, also known as Virtual Communities (VCs), formed around a consumption activity or a brand is influencing the marketing actions in a significant way. The strategic implications of such virtual communities under following four themes: (1) VCs as target markets; (2) VCs and interpersonal influence on consumers (3) VCs as a leisure pursuit; (4) VCs for vicarious consumption. The managerial implications of the consumer-to-consumer interactions and future research directions are also discussed. [PUBLICATION ABSTRACT]
ISSN:2155-2843
2155-2843