Employing Mobile Communities for Marketing Consumer Goods
ISBN
978-3-7908-2453-7
Type
book section
Date Issued
2004
Author(s)
Aschmoneit, Peter
;
Heitmann, Mark
;
Hummel, Johannes
Editor(s)
Preissl, Brigitte
Bouwman, Harry
Steinfield, Charles
Abstract
Communities are a traditional concept to enhance customer attraction, loyalty and retention for consumer goods. These communities are supported through either companies or customers themselves. Companies that are able to encourage their customers to interact stimulated by their branded products could position their product as a link between their customers and employ the developing communities for marketing purposes. To stimulate this kind of interaction companies have increasingly used Internet functionalities in the past years. Drawing on the overwhelming penetration rate of mobile devices of over 80 percent in Europe, we propose to propose to employ the mobile channel to support this kind of community building process. We derive four constitutional elements of communities based on existing research and develop a structured and theoretically founded four step method to analyze the potential of mobile services for specific community building purposes.
Language
English
HSG Classification
not classified
Refereed
No
Book title
E-Life after the Dot Com Bust
Publisher
Springer
Publisher place
Berlin
Start page
199
End page
219
Subject(s)
Eprints ID
16229