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When Is a Duck Not a Duck? When It Is a Euro! Trust-Based Marketing Communications in Virtual Communities

When Is a Duck Not a Duck? When It Is a Euro! Trust-Based Marketing Communications in Virtual Communities

Gianluigi Guido, M. Irene Prete, Rosa D’Ettorre
Copyright: © 2008 |Pages: 23
ISBN13: 9781599049557|ISBN10: 1599049554|EISBN13: 9781599049564
DOI: 10.4018/978-1-59904-955-7.ch043
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MLA

Guido, Gianluigi, et al. "When Is a Duck Not a Duck? When It Is a Euro! Trust-Based Marketing Communications in Virtual Communities." Virtual Technologies: Concepts, Methodologies, Tools, and Applications, edited by Jerzy Kisielnicki, IGI Global, 2008, pp. 680-702. https://doi.org/10.4018/978-1-59904-955-7.ch043

APA

Guido, G., Prete, M. I., & D’Ettorre, R. (2008). When Is a Duck Not a Duck? When It Is a Euro! Trust-Based Marketing Communications in Virtual Communities. In J. Kisielnicki (Ed.), Virtual Technologies: Concepts, Methodologies, Tools, and Applications (pp. 680-702). IGI Global. https://doi.org/10.4018/978-1-59904-955-7.ch043

Chicago

Guido, Gianluigi, M. Irene Prete, and Rosa D’Ettorre. "When Is a Duck Not a Duck? When It Is a Euro! Trust-Based Marketing Communications in Virtual Communities." In Virtual Technologies: Concepts, Methodologies, Tools, and Applications, edited by Jerzy Kisielnicki, 680-702. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-955-7.ch043

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Abstract

This chapter tries to evaluate the effects of the propagation of a trust-based marketing message through selected below-the-web technologies, which are those particular types of information technologies different from websites – such as e-mails, discussion lists, BBSs, Newsgroups, Forums, Peer-to-Peer, IRCs, MUDs and MOOs – that allow for the creation of virtual communities. A preliminary experiment on informal marketing communications, carried out over 12,000 accesses to below-the-web communities and regarding the proposal to use the term “Ducks” for “Euros”, in view of its similarity with the term “Bucks” for Dollars, showed that below-the-web technologies can be an appropriate tool for building trust amongst participants when four conditions for the existence of virtual communities are met: 1) a minimum level of interactivity; 2) a variety of communicators; 3) a virtual-common-public space; and 4) a minimum level of sustained membership.

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