Implementing company-managed virtual communities as a relationship marketing tool: a decision systems analysis

Arnone, Laurent; Geerts, Angy; Scoubeau, Chantal

doi:10.1362/147539209x414362

Cited by 11 publications

(8 citation statements)

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“…Rather, they are more likely to believe in real experiences which they can access online from their communities. Virtual communities can be a powerful marketing tool (Arnone et al 2009). The power of word of mouth recommendations via social network sites is supported by DEI Worldwide (2008), who reported that 60% of social network users were likely to pass along information they received online.…”

Section: Social Networkingmentioning

confidence: 99%

The influences of social e-shopping in enhancing young women's online shopping behaviour

Morgan²,

et al. 2010

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The background to this paper is that shoppers, particularly women, are motivated by a variety of different reasons, including socialising and enjoyment. Despite the growth of Internet retailing (e-retailing), these social needs are largely unmet in e-shopping. In the high street, women do most of the shopping but online shopping (e-shopping) tends to be dominated by male shoppers. At the same time, social networking is growing fast and is especially popular amongst young females. The purpose of this paper is to draw on prior research about why people shop in order to explore the concept of social e-shopping, based on combining eshopping with social networking. We propose that shoppers, particularly young females, will prefer social e-shopping to traditional e-shopping. We carried out a qualitative study for our propositions with a comparison experiment, semi-structured questionnaire and focus group, to compare a traditional e-shopping website with a social e-shopping one. The findings reveal that young women prefer social e-shopping sites. Both utilitarian and hedonic young adult female shoppers found social e-shopping enjoyable and useful. However, although many participants found the social e-shopping site more difficult to use, this was outweighed by their enjoyment of the site and its usefulness. The study demonstrates the potential value of the concept of social e-shopping for future research. The findings have practical implications in that social e-shopping can be a valuable strategy for e-retailers wanting to gain competitive advantage and to positively increase the e-shopping behaviour intentions of young women. This study is original in being the first academic study of which we are aware to propose the concept of social e-shopping and examine the influences of social e-shopping on consumer shopping behaviour.

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Section: Social Networkingmentioning

confidence: 99%

The influences of social e-shopping in enhancing young women's online shopping behaviour

Morgan²,

et al. 2010

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“…We call community managers those managers of virtual communities who operate through multiple types of social networks and communities and are responsible for the daily functioning of said communities (Arnone et al, 2009), operating as a connection between companies and online communities, and ensuring a good relationship between them. (Michlmayr, 2009).…”

Section: The Manager Of Virtual Communitiesmentioning

confidence: 99%

The Influence of Virtual Communities in Marketing Decision

Granata¹,

Scozzese²

2017

IBR

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Purpose -The introduction and growth of the Internet and modern technology has had a strong impact on the structures of companies and led to a change in the decisional processes. In the new economic scenarios, with the growth of social networks and Web 3.0, technologies go through developments and transformations that are of vital importance to ensure the competitiveness of companies.Methodology -The study analyzes the possibility of applying social networks to the new business models, underlining their importance not only with regard to managers but also, and especially, to crowdsourcing processes.Implications -The objective of the study is to focus on the impact that web 3.0 and social networks have on management and marketing decisions, underlining certain processes in order to improve the competitive advantages of companies.

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“…BtoC online brand communities constitute a relational tool through which brands get closer to their consumers and foster an intimate and genuine relationship with them (Cova and Paranque, 2002). This relational tool is constantly nurtured by interaction that allows co-creating and sharing meanings, values and contents (Arnone et al, 2009).…”

Section: Value Co-creation and Btoc Online Brand Communitiesmentioning

confidence: 99%

“…Previous research on brand communities has focused attention on consumer-to-consumer (CtoC) virtual communities, whereas only a few studies have been devoted to BtoC online brand communities, which are created and managed by companies, as seen in the frame of marketing strategies aimed at enhancing consumer-brand relationships (Armstrong and Hagel, 1996;Arnone et al, 2009Arnone et al, , 2010Cova and Paranque, 2012;Dholakia et al, 2004;McWilliam, 2000).…”

Section: Btoc Online Brand Communities As the Interface Between The Imentioning

confidence: 99%

Value co-creation between the ‘inside’ and the ‘outside’ of a company

Gambetti

Graffigna

2014

Marketing Theory

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Our study is focused on the case of a company-managed online brand community in the soda drink sector, which failed in facilitating value co-creation. The aim was to explore the meaning-making processes taking place inside the company, among brand decision-makers, to highlight the factors hindering value co-creation between company and consumers in the brand community context. The study followed a qualitative multi-method design based on three interlaced motivational, semiotic and narrative research phases. The results reveal how some key misalignments rooted in inner tensions in the meaning-making processes among brand decisionmakers resonate in an ambiguous community identity, which is then reflected into a detached and opportunistic consumer experience of the community, to the detriment of its value cocreation potential. The study points at the theoretical relevance of analysing the meaningmaking processes occurring among brand decision-makers, since their internal fine-tuning represents a precondition for value co-creation processes with consumers in the community context.

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Implementing company-managed virtual communities as a relationship marketing tool: a decision systems analysis

Cited by 11 publications

References 0 publications

The influences of social e-shopping in enhancing young women's online shopping behaviour

The influences of social e-shopping in enhancing young women's online shopping behaviour

The Influence of Virtual Communities in Marketing Decision

Value co-creation between the ‘inside’ and the ‘outside’ of a company

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