| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda |
| Autor/-in: | Hallier Willi, Christine Melewar, T.C. Broderick, Amanda J. |
| DOI: | 10.1362/146934713X13699019904560 |
| Erschienen in: | The Marketing Review |
| Band(Heft): | 13 |
| Heft: | 2 |
| Seite(n): | 103 |
| Seiten bis: | 123 |
| Erscheinungsdatum: | 2013 |
| Verlag / Hrsg. Institution: | Westburn Publishers |
| ISSN: | 1469-347X 1472-1384 |
| Sprache: | Englisch |
| Schlagwörter: | Virtual communities; Opinion leaders; Blogs; Brand communication; Word-of-mouth |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Nowadays people are part of global social networks and prefer relying on each other to gather information and to exchange their experiences. Postmodernism shows that individuals are continually moving towards re-socialisation and engaging in new forms of communities. Networked computers enhance connectivity among consumers and help to rebuild the lost “sense of community”. Interactive communication platforms, which are hyperlinked social networks, respond to these new conditions and help to spread the word about a brand. However, these interactive communication platforms might also change traditional communication processes; marketers need to understand how to effectively manage such social networks. This literature review for virtual brand communities and opinion leadership offers an overview of some of the key works conducted in the area; it gives some ideas with regard to the challenges companies have to face, and the changing communication flow in virtual communities. It further outlines some research propositions, addressing those challenges. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/9053 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Hallier Willi, C., Melewar, T. C., & Broderick, A. J. (2013). Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda. The Marketing Review, 13(2), 103–123. https://doi.org/10.1362/146934713X13699019904560
Hallier Willi, C., Melewar, T.C. and Broderick, A.J. (2013) ‘Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda’, The Marketing Review, 13(2), pp. 103–123. Available at: https://doi.org/10.1362/146934713X13699019904560.
C. Hallier Willi, T. C. Melewar, and A. J. Broderick, “Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda,” The Marketing Review, vol. 13, no. 2, pp. 103–123, 2013, doi: 10.1362/146934713X13699019904560.
HALLIER WILLI, Christine, T.C. MELEWAR und Amanda J. BRODERICK, 2013. Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda. The Marketing Review. 2013. Bd. 13, Nr. 2, S. 103–123. DOI 10.1362/146934713X13699019904560
Hallier Willi, Christine, T.C. Melewar, and Amanda J. Broderick. 2013. “Virtual Brand-Communities Using Blogs as Communication Platforms and Their Impact on the Two-Step Communication Process : A Research Agenda.” The Marketing Review 13 (2): 103–23. https://doi.org/10.1362/146934713X13699019904560.
Hallier Willi, Christine, et al. “Virtual Brand-Communities Using Blogs as Communication Platforms and Their Impact on the Two-Step Communication Process : A Research Agenda.” The Marketing Review, vol. 13, no. 2, 2013, pp. 103–23, https://doi.org/10.1362/146934713X13699019904560.
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