… Moreover, online communities ensure that participants conform to group norms by
reproaching offenders. McLaughlin, Osborne and Smith [60] conducted a study investigating the …

… In addition, we observe explicit differences in the way that members of the online communities
respond to the WOMM campaign. This suggests that there is a larger discourse taking …

… framework, we review online communities research and propose a … community, one in
which members participate actively and develop lasting relationships. Online communities evolve …

… that online community commitment is a key influence on brand commitment. We also find that
online community … are not members of the community. Finally, our results reveal that among …

… to an online community, it discusses the importance of understanding the community’s …
community by helping people, giving, and respecting the established members. Engaging …

… way into 21st century relationship marketing. While research … major constructs of relationship
marketing. Drawing from the … theory in a brand community and in an online context. It also …

A growing number of firms are using online communities (OCs) as integral parts of their
strategies because of the value an OC provides to a firm. This study maintains the commitment to …

… In precision marketing for online communities, the existing … method for the positioning of
online community users. In this … a productive new approach to community user positioning. The …

… Integrated Marketing Communication (IMC) … online communities from a Search, Experience
and Credence (SEC) segmentation framework. Communication types in an online community …

… market-oriented ethnography by demonstrating how it can be efficaciously conducted online
using existing online communities, … –impoverished context of online communities may have …