Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda
Authors: Hallier Willi, Christine
Melewar, T.C.
Broderick, Amanda J.
DOI: 10.1362/146934713X13699019904560
Published in: The Marketing Review
Volume(Issue): 13
Issue: 2
Pages: 103
Pages to: 123
Issue Date: 2013
Publisher / Ed. Institution: Westburn Publishers
ISSN: 1469-347X
Language: English
Subjects: Virtual communities; Opinion leaders; Blogs; Brand communication; Word-of-mouth
Subject (DDC): 658.8: Marketing management
Abstract: 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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Appears in Collections:Publikationen School of Management and Law

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