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Author: Imene Ben Yahia

Affiliation: Center of research DMSP, University of Paris Dauphine, France

ISBN: 978-972-8865-62-7

Keyword(s): Virtual community, brand community, B2C virtual community, perceived benefits.

Related Ontology Subjects/Areas/Topics: Business and Social Applications ; Communication and Software Infrastructure ; e-Business ; e-Commerce and e-Business: B2B and B2C ; e-Marketing and Consumer Behaviour ; Enterprise Information Systems ; e-Retailing and Web Design ; Global Communication Information Systems and Services ; Information and Systems Security ; Social Implications of Modern Communications ; Telecommunications ; Web and Mobile Business Systems and Services

Abstract: Researches in Marketing tend to design any community belonging to the Website of the company as a brand community. Through a qualitative study, this article describes, interprets and classifies B2C virtual communities and thus removes the confusion between virtual brand communities and B2C virtual communities. The empirical results put also up to date three types of perceived benefits by the participants, associated to these communities. The perceived benefits seem to depend on the object of the community, on its orientation as well as on the nature of the participants’ behaviours. The paper finishes with the managerial implications.

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Paper citation in several formats:
Ben Yahia I. and (2006). B2C VIRTUAL COMMUNITIES: TYPOLOGY AND ASSOCIATED BENEFITS - An Exploratory Qualitative Study.In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006) ISBN 978-972-8865-62-7, pages 235-241. DOI: 10.5220/0001429002350241

@conference{ice-b06,
author={Imene {Ben Yahia}},
title={B2C VIRTUAL COMMUNITIES: TYPOLOGY AND ASSOCIATED BENEFITS - An Exploratory Qualitative Study},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)},
year={2006},
pages={235-241},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001429002350241},
isbn={978-972-8865-62-7},
}

TY - CONF

JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)
TI - B2C VIRTUAL COMMUNITIES: TYPOLOGY AND ASSOCIATED BENEFITS - An Exploratory Qualitative Study
SN - 978-972-8865-62-7
AU - Ben Yahia, I.
PY - 2006
SP - 235
EP - 241
DO - 10.5220/0001429002350241

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