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In this paper, the authors report findings from a netnographic investigation of a virtual community dedicated to the woodworking trade. The findings show that by providing user-generated market-related knowledge, virtual occupational communities may play an important role in industrial buying behavior and contribute to the diffusion of positive and negative electronic word-of-mouth about products, suppliers and brands. The paper thus contributes to research on the information sources employed during the industrial buying process, by highlighting the intense social exchanges among "Colleagues in other companies" which are almost neglected by extant research.
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