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Virtual Community: A Model of Successful Marketing on the Internet
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Author(s): Carlos Flavian (University of Zaragoza, Spain)and Miguel Guinaliu (University of Zaragoza, Spain)
Copyright: 2005
Pages: 17
Source title:
Advances in Electronic Marketing
Source Author(s)/Editor(s): Irvine Clarke III (James Madison University, USA)and Theresa B. Flaherty (James Madison University, USA)
DOI: 10.4018/978-1-59140-321-0.ch015
PurchaseView on the publisher's website for pricing and purchasing information.
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Abstract
The development of commerce on the Internet based on virtual communities has become one of the most successful business models in the world today. In this chapter, we analyze the concept of the virtual community, describe marketing strategy implications and guidelines for its management, and suggest some alternative strategies and technologies which could be used in running a virtual community. Thus, we attempt to discover the potential of virtual communities for an Internet entrepreneur, from a basically practical perspective, without losing sight of the conceptual aspects defining the strategies explained.
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