The Marketing Potential of Virtual Communities and Weblogs
Rationale - Many marketers have a wrong notion of virtual communities. Weblogs are rather new, but heavily increasing in popularity. For marketers to be able to use these phenomena to their greatest extent, an exploratory study will be conducted to discover the true potential that lies embedded in virtual communities and weblogs.
Introduction
In the literature many slightly different terms are being used to address virtual communities. Whether they are called online communities, internet communities, computer-mediated communities, electronic communities, cyber communities or GeoFree BrandComms, they all refer to some virtual common-public-space where computer-mediated communications occur. The terms related to this research area indicate that the field is broad and varied.
Virtual Communities
The term virtual community originated in Howard Rheingold's book “The Virtual Community” Rheingold (1993) where he posits that virtual communities are similar to real life communities but without the physical presence of its members. Burnett already noted in 2000 that this book, in online terms, is ancient writ, because technology has developed so quick, that most computer related literature from that era is very out-dated. Nevertheless, Rheingold (1993) already saw the potential of virtual communities and observed how they are capable of providing both interpersonal interactions and access to information, even before the proliferation of the World Wide Web took off.
Find out more from UK Essays here: http://www.ukessays.com/essays/marketing/the-marketing-potential-of-virtual-communities-and-weblogs-marketing-essay.php#ixzz3MwYro9BL
The Marketing Potential of Virtual Communities and Weblogs
Rationale - Many marketers have a wrong notion of virtual communities. Weblogs are rather new, but heavily increasing in popularity. For marketers to be able to use these phenomena to their greatest extent, an exploratory study will be conducted to discover the true potential that lies embedded in virtual communities and weblogs.
Introduction
In the literature many slightly different terms are being used to address virtual communities. Whether they are called online communities, internet communities, computer-mediated communities, electronic communities, cyber communities or GeoFree BrandComms, they all refer to some virtual common-public-space where computer-mediated communications occur. The terms related to this research area indicate that the field is broad and varied.
Virtual Communities
The term virtual community originated in Howard Rheingold's book “The Virtual Community” Rheingold (1993) where he posits that virtual communities are similar to real life communities but without the physical presence of its members. Burnett already noted in 2000 that this book, in online terms, is ancient writ, because technology has developed so quick, that most computer related literature from that era is very out-dated. Nevertheless, Rheingold (1993) already saw the potential of virtual communities and observed how they are capable of providing both interpersonal interactions and access to information, even before the proliferation of the World Wide Web took off.
Find out more from UK Essays here: http://www.ukessays.com/essays/marketing/the-marketing-potential-of-virtual-communities-and-weblogs-marketing-essay.php#ixzz3MwYro9BL
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