We identify two main social aggregations on the Internet that may offer an excellent support to online marketing distribution strategies: Firm- Managed Communities and Social Communities. This paper aims at showing how online participation has an impact on the customer purchase decision process.

Beyond knowledge and brandig: The impact of online communities on buying behavior

MANDELLI, ANDREINA;VIANELLO, SILVIA
2009

Abstract

We identify two main social aggregations on the Internet that may offer an excellent support to online marketing distribution strategies: Firm- Managed Communities and Social Communities. This paper aims at showing how online participation has an impact on the customer purchase decision process.
2009
Mandelli, Andreina; Vianello, Silvia
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3725867
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social impact