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The Influence of Virtual Communities in Marketing Decision

Author

Listed:
  • Giuseppe Granata
  • Giancarlo Scozzese

Abstract

Purpose – The introduction and growth of the Internet and modern technology has had a strong impact on the structures of companies and led to a change in the decisional processes. In the new economic scenarios, with the growth of social networks and Web 3.0, technologies go through developments and transformations that are of vital importance to ensure the competitiveness of companies. Methodology – The study analyzes the possibility of applying social networks to the new business models, underlining their importance not only with regard to managers but also, and especially, to crowdsourcing processes. Implications – The objective of the study is to focus on the impact that web 3.0 and social networks have on management and marketing decisions, underlining certain processes in order to improve the competitive advantages of companies.

Suggested Citation

  • Giuseppe Granata & Giancarlo Scozzese, 2017. "The Influence of Virtual Communities in Marketing Decision," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 191-196, December.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:12:p:191-196
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    References listed on IDEAS

    as
    1. Peppard, Joe & Rylander, Anna, 0. "From Value Chain to Value Network:: Insights for Mobile Operators," European Management Journal, Elsevier, vol. 24(2-3), pages 128-141, April.
    2. Jonathan R. Corney & Carmen Torres-Sanchez & A. Prasanna Jagadeesan & William C. Regli, 2009. "Outsourcing labour to the cloud," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 4(4), pages 294-313.
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    More about this item

    Keywords

    communication technologies; competitive strategies; crowdsourcing and social network;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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