• Login
    View Item 
    •   Maryland Shared Open Access Repository Home
    • KnowledgeWorks@UB
    • UB Faculty Scholarship
    • View Item
    •   Maryland Shared Open Access Repository Home
    • KnowledgeWorks@UB
    • UB Faculty Scholarship
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Internet community forums: An untapped resource for consumer marketers

    Thumbnail
    Files
    Internet_community_forums_An_untapped_resource_for.pdf (354.9Kb)
    Links to Files
    https://www.researchgate.net/profile/Dennis_Pitta/publication/235301806_Internet_community_forums_An_untapped_resource_for_consumer_marketers/links/00b7d53c7e41ca1990000000/Internet-community-forums-An-untapped-resource-for-consumer-marketers.pdf
    Permanent Link
    10.1108/07363760510611699
    http://hdl.handle.net/11603/4041
    Collections
    • UB Faculty Scholarship
    Metadata
    Show full item record
    Author/Creator
    Pitta, Dennis A
    Fowler, Danielle
    Date
    2005
    Type of Work
    11 pages
    Text
    journal articles
    Citation of Original Publication
    Pitta, D. A., & Fowler, D. (August 01, 2005). Internet community forums: an untapped resource for consumer marketers. Journal of Consumer Marketing, 22, 5, 265-274.
    Subjects
    Internet
    Consumer marketing
    Communications
    Abstract
    Purpose – To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings – Provides information and action approaches to consumer marketers that may increase the success, providing want-satisfying market offerings. Outlines the market research benefits of monitoring and participating in internet community forums and offers practical suggestions for maximizing their value in the marketing and marketing research. It also provides a series of tactics that consumer marketers may use to maximize the value of internet community forums for their firms. Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but have not been tested empirically. Practical implications – Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products and the identification of emerging consumer wants. Originality/value – This paper describes the nature and application of internet community forums to an important marketing process. It offers the potential of increasing marketing success by clearly and accurately identifying the wants of specific market segments.


    Robert L. Bogomolny Library
    University of Baltimore
    1420 Maryland Ave.
    Baltimore, MD 21201
    Email: knowledgeworks@ubalt.edu


    If you wish to submit a copyright complaint or withdrawal request, please email mdsoar-help@umd.edu.

     

     

    My Account

    LoginRegister

    Browse

    This CollectionBy Issue DateTitlesAuthorsSubjectsType

    Statistics

    View Usage Statistics


    Robert L. Bogomolny Library
    University of Baltimore
    1420 Maryland Ave.
    Baltimore, MD 21201
    Email: knowledgeworks@ubalt.edu


    If you wish to submit a copyright complaint or withdrawal request, please email mdsoar-help@umd.edu.