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| Tekijä: | Miller, K.D. Fabian, F. Lin, S-J. |
| Otsikko: | Strategies for online communities |
| Lehti: | Strategic Management Journal
2009 : MAR, VOL. 30:3, p. 305-322 |
| Asiasana: | marketing strategy social marketing demand products consumers preferences communication theories simulation models |
| Vapaa asiasana: | target marketing viral marketing virtual communities repositioning Internet WWW |
| Kieli: | eng |
| Tiivistelmä: | This study explores the firms' participation in online (here as: o-l.) communities as a means to enhance demand for their products. A simulation model is developed to illustrate how demand evolves as a function of interpersonal communication and a firm's chosen strategy. In this model, the firm's strategy involves allocating advocates promoting its product in o-l. communities. The results point to some key parameters informing firms' strategies when social learning processes shape demand. |
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