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Articles

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artykuły w czasopismach

Published in:

Journal of Research in Interactive Marketing no. 13, pages 437 - 463,
ISSN: 2040-7122

Language:

English

Publication year:

2019

Bibliographic description:

Kucharska W.: Online brand communities’ contribution to digital business models// Journal of Research in Interactive Marketing -Vol. 13,iss. 4 (2019), s.437-463

DOI:

Digital Object Identifier (open in new tab) 10.1108/jrim-05-2018-0063

Bibliography: test

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94. Digital marketing has more and more influence on long-term value creation in a company (Joshi and Hanssens, 2010). open in new tab
95. Online communities can offer tangible and intangible values to the business (Iskoujina et al. 2017). Tangible benefits are primarily financial and are related to the sales of products and services. Intangible benefits include those such as positive word-of-mouth, creation of more effective market segments, increasing website traffic, providing better product support and service delivery (Porter, 2004;
96. Spaulding, 2010) or sustaining stakeholder relationships by building trust and in other ways, including increasing brand awareness and commitment, and adding value by sharing the company's content (Macaulay et al., 2007). open in new tab
97. A limited number of studies have focused on commercial opportunities that online communities provide and the ways by which to integrate these opportunities into a coherent business model (Iskoujina et al., 2017). open in new tab
98. Consumer identity and brand identification affect brand value co-creation (Skålén et al., 2015).
99. When consumers interact with brands they co-create brand production: brand identity, reputation and generally support their offer (Black and Veloutsou, 2017). open in new tab
100. The key challenge for social media managers today is transforming consumer-community interactions into relations remunerative for the company (Coelho et al., 2018).

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