The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Economic Leverage of the Virtual Community
Abstract
The virtual community represents one of the most interesting developments of the information age. There has been much popular discussion of the economic potential of virtual communities, but little empirical evidence of successful economic leverage. Beginning with some background on virtual communities, this article reviews theoretical perspectives applicable to their management and economic leverage, presents an appropriate conceptual framework to support such leverage, and concludes with some managerial guidelines for successful implementation. The article's primary thesis is that economic activities associated with the virtual community must not merely concide with its social interactions, but be embedded within them.
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Cites
Exploring the implications of the Internet for consumer marketing
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997) · Journal of the Academy of Marketing Science · doi:10.1177/0092070397254005 · Cited by 1,373
Cited by
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10073 · Cited by 5,916
Conceptualizing the Evolution and Future of Advertising
Kumar, V., & Gupta, S. (2016) · Journal of Advertising · doi:10.1080/00913367.2016.1199335 · Cited by 209
Consumer-to-consumer value within social networks
Loane, S. S., & Webster, C. M. (2014) · The Marketing Review · doi:10.1362/146934714x14185702841442 · Cited by 26
Hasebrook, J. P., Michalak, L., Kohnen, D., Metelmann, B., Metelmann, C., Brinkrolf, P., Flessa, S., & Hahnenkamp, K. (2023) · PLOS ONE · doi:10.1371/journal.pone.0280956 · Cited by 19
Metadata
- Venue
- International Journal of Electronic Commerce
- Publisher
- Informa UK Limited
- Published
- 2001-03
- Volume
- 5
- Issue
- 3
- Pages
- 103-138
- ISSN
- 1086-4415 (ISSN-L)
- 1557-9301
- OpenAlex
- W2159289164
- Cited by
- 440
- References
- 1
- FWCI
- 31.92
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
