Why do some online communities work? Revealing the secrets with social and cognitive psychology
Jamie Hamilton and Lee EyreNqual, United Kingdom
Misia Tramp and Lisa GalarneauIntrepid Consultants, United States
Marco VriensGroup Audience Marketing Manager, Technical Audience Global Marketing, Microsoft, United States
PREFACE
Online research communities have been generating quite a lot of buzz recently. At the American Marketing Association's market research conference in September 2007, this was one of the primary themes, discussed by companies like General Motors who have created an online community for customer research around their new fuel cell vehicles....