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Finding critical success factors for virtual community marketing

Author

Listed:
  • Sang Kim
  • Kyung Yang
  • Jae Kim

Abstract

Previous studies have identified critical success factors related to using virtual communities as a marketing channel. These studies have followed two research trends that connect the virtual community to actual purchasing. One is finding relationships between the operational elements of a virtual community and members’ intent to purchase and the other is finding relationships between characteristics of virtual community members and their intent to purchase. The model for this study reflects both trends. In addition, the model reflects research related to factors of customer satisfaction and the measurement of marketing success in terms of sense of community and loyalty. Conclusions from this research have been verified empirically with survey data collected from 292 virtual community members representing nine profit-oriented virtual communities. This study confirms that operational elements of a virtual community and characteristics of virtual community members affect the success of virtual community marketing. It is also confirmed that perceptions of usefulness, trust, and commitment toward the virtual community are important intervening effects. However, not all factors studied in the model were found to be significant in relationship to successful virtual community marketing. The analysis of the results from this study should be helpful to practitioners who use virtual communities as a marketing channel. Copyright Springer-Verlag 2009

Suggested Citation

  • Sang Kim & Kyung Yang & Jae Kim, 2009. "Finding critical success factors for virtual community marketing," Service Business, Springer;Pan-Pacific Business Association, vol. 3(2), pages 149-171, June.
    • Handle: RePEc:spr:svcbiz:v:3:y:2009:i:2:p:149-171
    DOI: 10.1007/s11628-008-0059-x
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    Citations

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    Cited by:

    1. Enrique Bigné & Carla Ruiz & Luisa Andreu & Blanca Hernandez, 2015. "The role of social motivations, ability, and opportunity in online know-how exchanges: evidence from the airline services industry," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 209-232, June.
    2. Mercy Mpinganjira, 2019. "Willingness to reciprocate in virtual health communities: the role of social capital, gratitude and indebtedness," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 269-287, June.
    3. Sang M. Lee & Jin Sung Rha, 2018. "A network text analysis of published papers in service business, 2007–2017: research trends in the service sector," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 809-831, December.
    4. Sang Lee & Liqiang Chen, 2011. "An integrative research framework for the online social network service," Service Business, Springer;Pan-Pacific Business Association, vol. 5(3), pages 259-276, September.
    5. Silvena DENCHEVA, 2013. "Analysis Of Virtual Communities In Tourism," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 2(2), pages 1-3, July.
    6. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    7. Andrea Runfola & Massimo Rosati & Simone Guercini, 2013. "New business models in online hotel distribution: emerging private sales versus leading IDS," Service Business, Springer;Pan-Pacific Business Association, vol. 7(2), pages 183-205, June.
    8. Abeer A. Mahrous & Abdelhamid K. Abdelmaaboud, 2017. "Antecedents of participation in online brand communities and their purchasing behavior consequences," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 229-251, June.

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