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Managing Non-Organic Virtual Brand Communities in Social Networking Sites

Managing Non-Organic Virtual Brand Communities in Social Networking Sites

Zohreh Dehdashti Shahrokh, Mohammad Mehdi Poursaeed
Copyright: © 2015 |Volume: 11 |Issue: 4 |Pages: 16
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781466676060|DOI: 10.4018/IJEBR.2015100104
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MLA

Shahrokh, Zohreh Dehdashti, and Mohammad Mehdi Poursaeed. "Managing Non-Organic Virtual Brand Communities in Social Networking Sites." IJEBR vol.11, no.4 2015: pp.47-62. http://doi.org/10.4018/IJEBR.2015100104

APA

Shahrokh, Z. D. & Poursaeed, M. M. (2015). Managing Non-Organic Virtual Brand Communities in Social Networking Sites. International Journal of E-Business Research (IJEBR), 11(4), 47-62. http://doi.org/10.4018/IJEBR.2015100104

Chicago

Shahrokh, Zohreh Dehdashti, and Mohammad Mehdi Poursaeed. "Managing Non-Organic Virtual Brand Communities in Social Networking Sites," International Journal of E-Business Research (IJEBR) 11, no.4: 47-62. http://doi.org/10.4018/IJEBR.2015100104

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Abstract

Social networking is creating a type of developed market. They act in opposition to top-down marketing methods and traditional company-based branding. More importantly, they give customers more value for the knowledge and experience exchanged compared to advertising by companies and one-way marketing messages. Businesses must inform themselves and choose strategies to manage their virtual brand communities (VBCs). Without a clear plan and model for brand management in cyberspace, marketing will have little effect. The present study provides a conceptual framework for managing non-organic VBCs. The first part of the model includes factors affecting engagement. The second part reveals the outcomes of engaging at the VBC level and the third part provides the outcomes of engagement at the business level.

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