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Journal Articles Decision Support Systems Year : 2009

Virtual communities: A marketing perspective

Gerrit H. van Bruggen
  • Function : Author
Berendt Wierenga
  • Function : Author


Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, 'word-of-mouse' has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research, the authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns; and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed.

Dates and versions

hal-00458421 , version 1 (21-02-2010)



Kristine de Valck, Gerrit H. van Bruggen, Berendt Wierenga. Virtual communities: A marketing perspective. Decision Support Systems, 2009, Vol.47, n°3, pp.185-203. ⟨10.1016/j.dss.2009.02.008⟩. ⟨hal-00458421⟩


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