The rise and power of online communities in the network economy

Alexandra Trabak

The paper relates to the use and value of business-to-consumer online communities in the network economy.

The Rise And Power Of Online Communities In The Network Economy

Alexandra Trabak Consumer Research Analyst, NCR Knowledge Lab, NCR Financial Solutions Group Limited, United Kingdom

INTRODUCTION

Community – you come across this word almost everywhere: in conferences, in market reports. Community is becoming the latest buzzword. The challenges of social interaction and social organisation are already apparent to anyone dealing with the internet. Communities address the basic human need for communication, support and information sharing and we notice their popularity with websites such as Moonfruit which enable consumers to download software for creating communities for free. Other similar...

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