How to Manage Information Sharing in Online Marketplaces – An Exploratory Study
How to Manage Information Sharing in Online Marketplaces – An Exploratory Study
复制标题
如何管理在线市场中的信息共享——一项探索性研究
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
Esmail Salehi
中科院分区：
文献类型：
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作者：
E. Boon;L. Pitt;Esmail Salehi
在线社区为营销人员提供了很多价值。他们经常作为消费者的参考群体并影响他们的决策（De Valck， Van Bruggen和Wierenga 2009）；它们可以成为营销研究的重要来源（Kozinets 1999）；它们可以用来吸引客户参与协同产品创新（Sawhney, Verona and Prandelli 2005; Fuller, Bartl and Muhlbacher 2006）；品牌社区可以成为忠诚度的重要来源（Muniz and O’guinn 2001; mcalalexander, Schouten and Koenig 2002）。
Online communities offer a lot of value for marketers. They often serve as a reference groups to consumers and influence their decision-making (De Valck, Van Bruggen and Wierenga 2009); they can be an important sources for marketing research (Kozinets 1999); they can be used to engage customers in collaborative product innovation (Sawhney, Verona and Prandelli 2005; Fuller, Bartl and Muhlbacher 2006); and brand communities can be an important source of loyalty (Muniz and O’Guinn 2001; McAlexander, Schouten and Koenig 2002).