Community explorer: Unlocking the power of community-oriented marketing

David Shiffman and Emily Vanides

This paper analyses the relationship between individuals and the communities they belong to, and how these relate to different forms of media.

Community explorer: Unlocking the power of community-oriented marketing

David Shiffman and Emily Vanides MediaVest USA

Background

People have an innate need and desire to share & connect in meaningful ways around the things that matter most to them. Driven by technology, media proliferation, mass adoption of social media platforms and the corresponding growth in peer influence, plus massive changes in consumer behavior and their expectations, people are forming increasingly powerful social networks – both online and offline - across an array of subject areas. These changes have ultimately made people's commitment to their communities of interest more...

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