The Strategic Implications of Consumer-Centric Virtual Communities
Author | : Birud Sindhav |
Publisher | : |
Total Pages | : 0 |
Release | : 2014 |
ISBN-10 | : OCLC:1375231981 |
ISBN-13 | : |
Rating | : 4/5 ( Downloads) |
Download or read book The Strategic Implications of Consumer-Centric Virtual Communities written by Birud Sindhav and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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: (I) 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.