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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


The Strategic Implications of Consumer-Centric Virtual Communities

Author(s): Birud Sindhav

Citation: Birud Sindhav, (2011) "The Strategic Implications of Consumer-Centric Virtual Communities" Vol. 5, Iss. 3, pp. 11 - 23

Article Type: Research paper

Publisher: North American Business Press


The social aspect of Internet-based communities, also known as Virtual Communities (VCs), formed
around a consumption activity or a brand is influencing the marketing actions in a significant way. The
strategic implications of such virtual communities under following four themes: (1) VCs as target
markets; (2) VCs and interpersonal influence on consumers (3) VCs as a leisure pursuit; (4) VCs for
vicarious consumption. The managerial implications of the consumer-to-consumer interactions and future
research directions are also discussed.