IDEAS home Printed from https://ideas.repec.org/a/ibf/gjbres/v4y2010i2p97-112.html
   My bibliography  Save this article

Company Managed Virtual Communities In Global Brand Strategy

Author

Listed:
  • Laurent Arnone
  • Olivier Colot
  • Mélanie Croquet
  • Angy Geerts
  • Laetitia Pozniak

Abstract

Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature. In this framework, our paper aims at providing a better understanding of the creation process and the management of these kinds of communities at an international level. To this aim, in the first part of the article, we propose a typology making it possible to distinguish between three types of international community strategies. After that, we follow a case study research design (DSA) and set the focus on the analysis of the creation process of two virtual communities coordinated by an international brand and implemented in the UK and in France. This allows us to highlight the strategic reflection, the tools and the roles of the people involved in the implementation of a community strategy. These elements are then considered under the lens of international marketing theories.

Suggested Citation

  • Laurent Arnone & Olivier Colot & Mélanie Croquet & Angy Geerts & Laetitia Pozniak, 2010. "Company Managed Virtual Communities In Global Brand Strategy," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 97-112.
    • Handle: RePEc:ibf:gjbres:v:4:y:2010:i:2:p:97-112
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v4n2-2010/GJBR-V4N2-2010-9.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    2. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    3. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    4. Qu, Hailin & Lee, Haeyoung, 2011. "Travelers’ social identification and membership behaviors in online travel community," Tourism Management, Elsevier, vol. 32(6), pages 1262-1270.
    5. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    6. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    7. Caitlin McLaughlin & Kai Haverila & Matti Haverila, 2022. "Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 190-207, March.
    8. Tribe, John & Mkono, Muchazondida, 2017. "Not such smart tourism? The concept of e-lienation," Annals of Tourism Research, Elsevier, vol. 66(C), pages 105-115.
    9. Yue Huang & Lu Suo, 2021. "The Effects of Social Capital on Chinese Consumers’ Online Impulse Buying in Social Commerce Environment," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 1-1, August.
    10. Bee-Lia Chua & Shahrim Karim & Sanghyeop Lee & Heesup Han, 2020. "Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions," IJERPH, MDPI, vol. 17(17), pages 1-23, August.
    11. Lee, Kyungwon & Hakstian, Anne-Marie & Williams, Jerome D., 2021. "Creating a world where anyone can belong anywhere: Consumer equality in the sharing economy," Journal of Business Research, Elsevier, vol. 130(C), pages 221-231.
    12. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    13. TyreeHageman, Jennifer & Kurani, Kenneth S. & Caperello, Nicolette, 2013. "Community and Social Media Use among Early PEV Drivers," Institute of Transportation Studies, Working Paper Series qt02620767, Institute of Transportation Studies, UC Davis.
    14. Lee, Kwang-Ho & Hyun, Sunghyup Sean, 2015. "A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivi," Tourism Management, Elsevier, vol. 48(C), pages 426-438.
    15. Marco Bettiol & Mauro Capestro & Eleonora Maria & Stefano Micelli, 2021. "Reacting to the COVID-19 pandemic through digital connectivity with customers: the Italian experience," Italian Journal of Marketing, Springer, vol. 2021(4), pages 305-330, December.
    16. Ying Hua & Shuang (Sara) Ma & Yonggui Wang & Qimeng Wan, 2017. "To reward or develop identification in online brand communities: evidence from emerging markets," Information Technology for Development, Taylor & Francis Journals, vol. 23(3), pages 579-596, July.
    17. Veloutsou, Cleopatra & Black, Iain, 2020. "Creating and managing participative brand communities: The roles members perform," Journal of Business Research, Elsevier, vol. 117(C), pages 873-885.
    18. Boon, Edward & Pitt, Leyland & Salehi-Sangari, Esmail, 2015. "Managing information sharing in online communities and marketplaces," Business Horizons, Elsevier, vol. 58(3), pages 347-353.
    19. Wieczerzycki Marcin, 2021. "Power asymmetry and value creation in B2C relationship networks," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 57(2), pages 161-176, June.
    20. Orelj, Ana & Torfason, Magnus Thor, 2022. "They didn't ask: Online innovation communities as a latent dynamic capability," Technological Forecasting and Social Change, Elsevier, vol. 180(C).

    More about this item

    Keywords

    virtual communities; international strategy; DSA; consumption communities;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibf:gjbres:v:4:y:2010:i:2:p:97-112. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mercedes Jalbert (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.