E-tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption

  title={E-tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption},
  author={R. Kozinets},
  journal={European Management Journal},
  • R. Kozinets
  • Published 1999
  • Business
  • European Management Journal
  • On the Internet, electronic tribes structured around consumer interests have been growing rapidly. To be effective in this new environment, managers must consider the strategic implications of the existence of different types of both virtual community and community participation. Contrasted with database-driven relationship marketing, marketers seeking success with consumers in virtual communities should consider that they: (1) are more active and discerning; (2) are less accessible to one-on… CONTINUE READING
    1,337 Citations
    Virtual communities: A marketing perspective
    • 515
    • Highly Influenced
    • PDF
    Brand Tribalism – A Netnographic Exploration of Virtual Communities
    • 1
    • Highly Influenced
    Online Consumption Communities: An Introduction
    • 19
    • PDF
    Information Search in Virtual Communities: Is it Replacing Use of Off‐Line Communication?
    • 60
    • Highly Influenced
    Does the host match the content? A taxonomical update on online consumption communities
    • 26
    • Highly Influenced
    • PDF


    The Politicization of Environmental Organizations through the Internet
    • 39
    • Highly Influential
    The Net as a Foraging Society: Flexible Communities
    • Lee Komito
    • Sociology, Computer Science
    • Inf. Soc.
    • 1998
    • 164
    The real value of on-line communities
    • 650
    On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture
    • 485
    • PDF
    The Virtual Community: Homesteading on the Electronic Frontier
    • 3,291
    • Highly Influential
    • PDF
    Exploiting Niches Using Relationship Marketing
    • 513
    Life on the Screen: Identity in the Age of the Internet
    • 5,233
    • PDF
    Interpersonal Effects in Computer-Mediated Interaction
    • 2,028