Internet community forums: an untapped resource for consumer marketers
@article{Pitta2005InternetCF, title={Internet community forums: an untapped resource for consumer marketers}, author={Dennis A. Pitta and Danielle C. Fowler}, journal={Journal of Consumer Marketing}, year={2005}, volume={22}, pages={265-274} }
Purpose – To explore an emerging area in internet practice that has implication for consumer marketers.Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice.Findings – Provides information and action approaches to consumer marketers that may increase the success, providing want‐satisfying market offerings. Outlines the market research benefits of monitoring and…
162 Citations
Branding Strategies for Social Media Marketing
- Business
- 2016
Companies are increasingly recognizing the value of social media marketing for their implication in developing and increasing the value of a brand in online environments. As a result, companies…
Theoretical guidelines for social media marketing communication
- Business
- 2010
Social media (user-generated content) create many innovative opportunities for those organisations that realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOM is…
Viral Marketing via Social Networking Sites: Perceptions of Students in a University Environment
- Business
- 2012
This chapter focuses on the role of social networking sites in viral marketing through a case study in a university environment. Over the last years, companies are using alternative channels…
Marketing to postmodern consumers: introducing the internet chameleon
- Business
- 2008
Purpose – The purpose of this paper is twofold. First, to provide an overview of postmodern marketing in the consumer context, integrating the relevant literature around two contrary arguments.…
Examining the information value of virtual communities: Factual versus opinion-based message content
- Business
- 2013
Abstract Social customer relationship management (SCRM) is an evolving discipline which uses technology as a communication channel. It is under-researched and is lacking in its use of traditional…
Exploring a successful magazine web site
- Business
- 2008
Purpose – The aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.Design/methodology/approach – The paper presents an explorative…
Perceived intrusiveness in digital advertising: strategic marketing implications
- Business
- 2010
With the growth of advertising utilizing digital media, negative consumer perceptions relating to intrusiveness are believed to be challenging the claimed added-value of this medium over traditional…
Leveraging Social Network Sites in New Product Development: : Opportunity or Hype?
- Business
- 2014
Leveraging social network sites is high on the list of priorities for a lot of businesses that are eager to find more effective ways to reach, learn about and engage customers in new product…
“i‐Branding”: developing the internet as a branding tool
- Business
- 2007
Purpose – To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist marketing planners in…
Interactivity and Branding: Public Political Communication as a Marketing Tool
- Business
- 2015
Online platforms are increasingly used as a means to present brand characteristics to key target groups. Within a political context, websites can act as a shop front from which parties or candidates…
References
SHOWING 1-10 OF 25 REFERENCES
Analysis of Referral Networks in Marketing: Methods and Illustration
- Business
- 1986
Though many marketers—particularly those in the service sector—depend on word of mouth (WOM) for referrals, the traditional sample survey methodology used in previous WOM research does not explicate…
Lead users: a source of novel product concepts
- Business, Computer Science
- 1986
How lead users can be systematically identified, and how lead user percepts can be statistically identified, are explored.
A New Marketing Paradigm for Electronic Commerce
- BusinessInf. Soc.
- 1997
It is argued that in order for marketing efforts to be successful in this new medium, a new business paradigm is required and the marketing function must be reconstructed to facilitate electronic commerce in the emerging electronic society underlying the Web.
Electronic Word-of-Mouth in Online Environments
- Business
- 2006
It was showed that the network structure affects innovation adoption timing in the electronic communication environment, as a centralized network structure leads towards early adoption and as tie strength and adoption timing are related.
Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards
- Business
- 2006
ABSTRACTThe important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for…
Consumer-to-Consumer Relationships: Satisfaction with Other Consumers' Public Behavior
- Business
- 1996
This national study of 554 adults investigated consumers' satisfaction with 32 behaviors in which other consumers may engage when in public business environments. Respondents were most pleased when…
Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study
- Business
- 1983
While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers’ responses to dissatisfaction. This study examines correlates of one…
Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems
- BusinessMIS Q.
- 1987
The findings indicate that media vary in their capacity to convey information cues and that high performing managers are more sensitive to the relationship between message ambiguity and media richness than low performing managers.
Cyburgs. (Book Reviews: The Virtual Community. Homesteading on the Electronic Frontier.)
- History
- 1994
From the Publisher:
Praised as "one of the ten best books of the year" by Business Week, this lively and provocative look inside the development, inner workings and future of the Internet is a…