Finding critical success factors for virtual community marketing
Abstract
Previous studies have identified critical success factors related to using virtual communities as a marketing channel. These studies have followed two research trends that connect the virtual community to actual purchasing. One is finding relationships between the operational elements of a virtual community and members’ intent to purchase and the other is finding relationships between characteristics of virtual community members and their intent...
Paper Details
Title
Finding critical success factors for virtual community marketing
Published Date
Jan 14, 2009
Journal
Volume
3
Issue
2
Pages
149 - 171
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