Delphine has co-founded Wavestone For All, the Wavestone's network dedicated to diversity promotion and gender equality. The game section is one of the most successful of the web site. Sharing resources, establishing relationships and living fantasies are very appealing to youngsters, as we have observed in the Coca-Cola community.
The size of the community along with the achievement of an important sales growth has led the campaign to be one of the most successful in the global marketplace.
As a result, intense relationships will emerge voluntarily fostering both consumer loyalty and trust Mathwick, According to the uses and gratification paradigm, media help consumers in satisfying their social and psychological needs Katz et al.
The efficacy of a loyalty program depends on several aspects such as timing of rewards, the ease of use, or the ability of the company to process effectively program data Rosenbaum et al. Brand-based online communities can benefit of dialogue flowing between consumers.
Play in the most competitive football Challenges in the city Build your own virtual house Games on-line league Prizes such as trips or tickets for concerts may provide important hedonic or experiential benefits to recipients Chandon et al.
On the internet, communities are no longer restricted to geographic co-presence of members, as interaction takes place through a technological interface, so physical context is not necessary de Valck and Dambrin, Entertainment stems from fun and relaxation through playing or otherwise interacting with others Dholakia et al.
On entering the site, the user is invited to actively participate, a necessary condition to hold together the community McWilliam, Yves is also actively involved with several NGOs and specifically with how to promote the active involvement of the private sector for the advancement of good causes in society.
The temporal stability can be an asset to marketers inasmuch as longevity equates with a long-term, stable market. Her research interests are focused on marketing communications and sales promotions.
Colwin has successfully tried 48 cases to verdict in various jurisdictions throughout the country and regularly defends corporate executives from Fortune companies accused of wrongdoing including claims of sexual misconduct.
Several researchers affirm that this paradigm may be very useful in understanding why consumers participate in virtual communities de Valck and Dambrin, ; Dholakia et al. Rahaf is the author of "Yes We Did: She writes on current events, politics and lifestyle.
Registered users have spectacularly increased since Junewhen there were onlyusers.Read "Brand communities on the internet A case study of Coca‐Cola's Spanish virtual community, Corporate Communications: An International Journal" on DeepDyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips.
Dr Vèna Arielle Ahouansou is a medical doctor and the CEO of KEA Medicals Pharmaceutics & Technologies. KEA Medicals is a company that improves the health care system in Africa through its electronic patient record management software. Coca-Cola Vanilla was established in the U.S.
with a good market following, but the Coca-Cola Company wanted to extend the brand to the U.K. Market researchers tested the product concept in the U.K. in order to gauge the response of consumers and Coke fans.
Corporate Communications: An International Journal Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community.
The strength of the Spanish strategy relies on the creation of a virtual community, which provides functional, social, and experiential values. Originality/value – The paper analyses the evolution from off‐line communities to virtual communities. Wikipedia defines “A brand community as a community formed on the basis of attachment to a product or marquee.
Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.Download