Journal of Information Technology Applications and Management
- Volume 10 Issue 2
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- Pages.73-85
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- 2003
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- 1598-6284(pISSN)
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- 2508-1209(eISSN)
A Study on Societal Marketing Through Virtual Community
가상공동체를 통한 사회지향적 마케팅에 관한 연구
Abstract
As the number of virtual communities is explosively increasing these days, many papers have been published on the effective and efficient use of those communities. Among various aspects of virtual communities, this paper has an interest in the collective power of consumers that may be generated naturally by the interactions among members of communities. If consumerism might be built in virtual communities, societal marketing could be implemented positively through those communities. The result shows that though societal marketing has not been implemented yet, the potential turns out to be great.
Keywords