|
Title:
|
THE POTENTIAL OF WEB COMMUNITIES FOR MARKETING: THE GIRLAND CASE |
|
Author(s):
|
Luisa Mich , Mariangela Franch, Antonio Trentini |
|
ISBN:
|
972-98947-0-1 |
|
Editors:
|
António Palma dos Reis and Pedro Isaías |
|
Year:
|
2003 |
|
Edition:
|
2 |
|
Keywords:
|
Web community, marketing strategies, e-marketing, consumer behavior, members' relations. |
|
Type:
|
Short Paper |
|
First Page:
|
933 |
|
Last Page:
|
936 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Since the advent of Internet different groups have studied how to harness and make use of its potential as a marketing tool. More recently, with the diffusion of web communities, there has been greater interest in marketing strategies that rely on an understanding of consumer behaviour. By analysing members of a community, companies can have information about consumer awareness (what the customer knows about the product) as well as about consumers themselves (as the target market). The creation and management of a community, and the development of mechanisms that enable us to obtain this knowledge, constitute a real opportunity to build a database to refer to when planning strategies for sales and building customer loyalty. In this paper we present the virtual community GirLand to illustrate the most important aspects of marketing in web communities and the learning mechanisms developed within them. |
|
|
|
|
|
|
