Internet community forums: An untapped resource for consumer marketers

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.