The economic leverage of the virtual community

被引：17

作者：

Balasubramanian, S ^{[1
]}

Mahajan, V

机构：

[1] Univ Texas, Ctr Customer Insight, Austin, TX 78712 USA

[2] Univ Texas, Grad Sch Business, Austin, TX 78712 USA

来源：

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE | 2001年 / 5卷 / 03期

关键词：

economics of communities; individuals in communities; social exchange; virtual communities;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The virtual community represents one of the most interesting developments of the information age. There has been much popular discussion of the economic potential of virtual communities, but little empirical evidence of successful economic leverage. Beginning with some background on virtual communities, this article reviews theoretical perspectives applicable to their management and economic leverage, presents an appropriate conceptual framework to support such leverage, and concludes with some managerial guidelines for successful implementation. The article's primary thesis is that economic activities associated with the virtual community must not merely concide with its social interactions, but be embedded within them.

引用

页码：103 / 138

页数：36