The Strategic Implications of Consumer-Centric Virtual Communities

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.