Positive marketing: A new theoretical prototype of sharing in an online community

Positive marketing champions exchange that benefits individuals, firms, and society at large. One method increasingly used to exchange goods is sharing. Sharing describes the non-monetary transfer of goods between actors. Scholars have called for greater understanding regarding an online community&#...

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Veröffentlicht in:	Journal of business research 2015-12, Vol.68 (12), p.2503-2512
Hauptverfasser:	Krush, Michael T., Pennington, Julia R., Fowler, Aubrey R., Mittelstaedt, John D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumer behaviour Freecycle Grounded theory Marketing On-line community Positive marketing Sharing Studies Virtual communities
Online-Zugang:	Volltext
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