search query: @author Kozinets, R. V. / total: 3
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| Author: | Kozinets, R. V. |
| Title: | Tribalized marketing?: The strategic implications of virtual communities of consumption |
| Journal: | European Management Journal
1999 : VOL. 17:3, p. 252-264 |
| Index terms: | CONSUMER CHOICE INTERNET RELATIONSHIP MARKETING VIRTUAL REALITY MARKETING |
| Language: | eng |
| Abstract: | On the internet, electronic tribes structured around consu- mer 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 see- king succes with consumers in virtual communities should consider that they: 1) are more active and discerning; 2) are less accessible to one-on-one processes, and 3) provide a wealth of valuable cultural information. Strategies for effectively targeting more desirable types of virtual commu- nities and types of community members include: Interaction- based segmentation, fragmentation-based segmentation, op- ting communities, paying-for-attention, and building net- works by giving product away. |
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