The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Virtual Communities in Marketing Processes: A Marketing Framework
Abstract
The chapter provides a marketing framework to analyse the uses of virtual communities on marketing processes. The framework involves: actors (companies and companies), goals, marketing strategies, and influence process. Each of these elements is described in detail. Moreover, in the chapter the framework is applied to EBay in order to understand how the functionalities provided by this virtual community allow companies and consumers to achieve their marketing goals.
Related Content
Tamara Leigh Wandel.
© 2023.
22 pages.
|
Berceste Gülçin Özdemir.
© 2023.
10 pages.
|
Shalini Ramdeo, Riann Singh.
© 2023.
16 pages.
|
Umut Çıvgın.
© 2023.
19 pages.
|
Kadriye Özyazıcı.
© 2023.
20 pages.
|
Desmond Onyemechi Okocha, Sienne Ozioma Okpor.
© 2023.
12 pages.
|
Nor Hazlina Hashim, Muhammad Emeer Nor Azhar, Marshina Juliza Mohd Hasim, Zaridah Abdullah.
© 2023.
16 pages.
|
|
|