Virtual communities: A marketing perspective

Research output: Contribution to journalArticleAcademicpeer-review

457 Citations (Scopus)

Abstract

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, 'word-of-mouse' has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research, the authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns; and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed.
Original languageEnglish
Pages (from-to)185-203
Number of pages19
JournalDecision Support Systems
Volume47
Issue number3
DOIs
Publication statusPublished - 2009

Research programs

  • RSM MKT

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