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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorHallier Willi, Christine-
dc.contributor.authorMelewar, T.C.-
dc.contributor.authorBroderick, Amanda J.-
dc.date.accessioned2018-08-17T06:39:31Z-
dc.date.available2018-08-17T06:39:31Z-
dc.date.issued2013-
dc.identifier.issn1469-347Xde_CH
dc.identifier.issn1472-1384de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/9053-
dc.description.abstractNowadays people are part of global social networks and prefer relying on each other to gather information and to exchange their experiences. Postmodernism shows that individuals are continually moving towards re-socialisation and engaging in new forms of communities. Networked computers enhance connectivity among consumers and help to rebuild the lost “sense of community”. Interactive communication platforms, which are hyperlinked social networks, respond to these new conditions and help to spread the word about a brand. However, these interactive communication platforms might also change traditional communication processes; marketers need to understand how to effectively manage such social networks. This literature review for virtual brand communities and opinion leadership offers an overview of some of the key works conducted in the area; it gives some ideas with regard to the challenges companies have to face, and the changing communication flow in virtual communities. It further outlines some research propositions, addressing those challenges.de_CH
dc.language.isoende_CH
dc.publisherWestburn Publishersde_CH
dc.relation.ispartofThe Marketing Reviewde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectVirtual communitiesde_CH
dc.subjectOpinion leadersde_CH
dc.subjectBlogsde_CH
dc.subjectBrand communicationde_CH
dc.subjectWord-of-mouthde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleVirtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agendade_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
dc.identifier.doi10.1362/146934713X13699019904560de_CH
zhaw.funding.euNode_CH
zhaw.issue2de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end123de_CH
zhaw.pages.start103de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume13de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
Appears in collections:Publikationen School of Management and Law

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Hallier Willi, C., Melewar, T. C., & Broderick, A. J. (2013). Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda. The Marketing Review, 13(2), 103–123. https://doi.org/10.1362/146934713X13699019904560
Hallier Willi, C., Melewar, T.C. and Broderick, A.J. (2013) ‘Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda’, The Marketing Review, 13(2), pp. 103–123. Available at: https://doi.org/10.1362/146934713X13699019904560.
C. Hallier Willi, T. C. Melewar, and A. J. Broderick, “Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda,” The Marketing Review, vol. 13, no. 2, pp. 103–123, 2013, doi: 10.1362/146934713X13699019904560.
HALLIER WILLI, Christine, T.C. MELEWAR und Amanda J. BRODERICK, 2013. Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda. The Marketing Review. 2013. Bd. 13, Nr. 2, S. 103–123. DOI 10.1362/146934713X13699019904560
Hallier Willi, Christine, T.C. Melewar, and Amanda J. Broderick. 2013. “Virtual Brand-Communities Using Blogs as Communication Platforms and Their Impact on the Two-Step Communication Process : A Research Agenda.” The Marketing Review 13 (2): 103–23. https://doi.org/10.1362/146934713X13699019904560.
Hallier Willi, Christine, et al. “Virtual Brand-Communities Using Blogs as Communication Platforms and Their Impact on the Two-Step Communication Process : A Research Agenda.” The Marketing Review, vol. 13, no. 2, 2013, pp. 103–23, https://doi.org/10.1362/146934713X13699019904560.


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