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210

Advances in Business Research

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Ruth Lesher Taylor, Texas State University

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metric is also emphasized.  

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outcomes by supporting their business decisions to build, monitor, and manage these communities as they continuously 

modify their strategies to exploit emerging opportunities. As contemporary marketers augment traditional marketing 

plans to incorporate greater utilization of virtual strategies, it is incumbent upon them to transform their traditional 

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empirical examples.

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networks, as aggregations or groups, of social, interactive, like-minded folks, that emerge on the Internet when 

enough people interact on a common topic long enough, eventually forming a web of virtual personal relationships 

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V53(.#33*41*V53(.#33%9VHV;%:0%'CC"(7'4(1.3-%4>'4%'$#%4>#%"#'34%1A%'""%#X'8(.#)%:0%4!C#3%=(4>(.%'7')#8(7%"(4#$'45$#%

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Facebook, Twitter, and others, or internal proprietary built-out platforms, around which admirers of a brand, product, 

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members for purposes of communicating and behaving.  Social representation theory assumes people in communities 

need a common system to understand and interact with one another regarding some product, brand, etc. that is outside 

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2010, Vol. 1, No. 1, 210-223

Taylor & Laird-Magee



211

Advances in Business Research

317('"%,$15C%9+13716(7(-%FOUF;?%L17('"%$#C$#3#.4'4(1.3%7'.%@#%53#)%(.%4>#%345)!%1A%71885.(4(#3%41%#"'@1$'4#%71.4#X4*

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shaped by the former.  Additionally, social representation might be elaborated to refer to “consumption meanings 

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53#)%41%345)!%=>'4%8#'.(.,%75"45$#%8#8@#$3%971885.(4!%8#8@#$3;%'33(,.%41%7#$4'(.%1@^#743-%C$1)5743%1$%@$'.)3-%

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The concept of SRR is multifaceted. Not only is SRR a study of the social process of collecting and communicating 

meanings of concepts and objects as socially-generated and elaborated, it is also empirical, context-oriented research 

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communities for business-related or other discipline-related implications. An example of applying SRR to study 

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common value-creating practices across communities where their research revealed the process of collective value 

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'@("(4!%41%,'(.%'77#33%41%71885.(4!%8#8@#$3E%8(.)*3#4%1A%@$'.)]C$1)574%8#'.(.,3B%H;%G43%4>#1$#4(7'"%'CC"(7'@("(4!%41%

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(.)($#74%#"(7(4'4(1.%8#4>1)1"1,(#3-%#?,?-%53#%1A%(.4#$6(#=3-%1@3#$6'4(1.3-%7"'33(7%C$1^#74(6#%4#7>.(K5#3-%1$%R#@*$#"'4#)%

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European social psychologists and marketers but is less well-known in America; perhaps this is because many years 

passed before Moscovici’s 1961 work in French was translated into English. Today, however, SRR use by North 

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practices, cultural meaning systems, market structures, and their contextualizing socio-cultural and historical 

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a certain approach to the study of consumers, culture, and consumption that is other than based on psychological 

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75"45$#%4>#1$!%900 ;?%

Traditionally, ethnographic research is an anthropological research method used to investigate human, social 

and cultural patterns as well as meanings in communities, organizations and other social settings. Researchers 

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71.3()#$#)% '% f3"(CC#$!% 3"1C#E% 4>'4% 7'.% 718C$18(3#% '% $#3#'$7>#$E3% 1@^#74(6(4!% 9b#44#$8'.-% FOOe;?% G.% #4>.1,$'C>(7%

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)(37533(1.3-%(.4#$6(#=3-%1$%K5#34(1..'($#3%,(6#.%41%'.)%$#3C1.)#)%@!%8#8@#$3>(C3%=(4>(.%'%75"45$'"%971885.(4!;%

71.4#X4%9L7>#.35"%#4%'"-%FOOO;?%V!%#X4#.3(1.-%.#4.1,$'C>!%$#3#'$7>%(3% 4>#%R#@*$#"'4#)%'CC"(7'4(1.%1A%#4>.1,$'C>!%

$#3#'$7>%)#3(,.#)%3C#7(/7'""!% 41%345)!%71.358#$3E-%1$,'.(_'4(1.'"%@5!#$3E-%1$%14>#$%8#8@#$3E%@#>'6(1$% (.%1."(.#%

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by accessing and analyzing the expression of sentiments and opinions by consumers who have expressed them 

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Netnography, whether observational, participatory, or autonetnography in nature, and whether practiced from 

an emic or etic perspective, is a fast growing methodology used to study the effect that online variables have on 

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others. Virtual communities can be hosted on these external platforms and also can be hosted on external proprietary 

platforms, internal propriety platforms, and ‘open-source’ platforms.  

2010, Vol. 1, No. 1, 210-223

Taylor & Laird-Magee



212

Advances in Business Research

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elsewhere; seeking of like-minded groups with whom to connect regarding professional, hobby or personal interests, 

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In identifying and responding to the above digital-related behavior trends and goals, large companies like Dell, 

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Virtual communities are also a growing phenomenon with B2B applications. In one industry example, electrical 

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The company’s marketers recognized this collaboration as vital to its marketing efforts and transformed that initial 

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9M')('.U?718-%HQFQ;?

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Much has been written about virtual communities and how they form (Algesheimer et al, 2005; Kozinets & Sherry, 

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- organic or engineered - community members pass through different development cycles and roles as they interact 

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Stages Characteristics/Skills of Community Member 

Newbie Has little knowledge of the community workings 

Intermediate Has sufficient knowledge of the community system and other online  

community members and has a willingness to learn more 

Advanced Is capable of solving others’ problems; is involved in propagation of  

community virtue 

Expert Community member is one in the community whose word matters to  

others; has deep community/product/function knowledge 

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A%J&/'GF'()**$+!#,'-%+%./"'9)&/1'%+0'9/1:)+1!J!&!#,F'6".%+!5

 

Generally speaking, engineered communities created by an organization will have a community manager tasked 

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translate into a monetary outcome. Metrics measuring ROI of traditional marketing expenses have been effectively 

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consumer- and marketer-centric collectives or communities, today’s marketers seek to accomplish several goals. A 

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and other virtual-related metrics. Dwell scores are determined by combining the length of time a viewer spends 

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Role                Responsibility 

Core Organizer Organizes the community; initiates talks and group formations 

Expert  Has tacit knowledge and shares knowledge 

Problem poser Brings problems to the platform; poses queries 

Implementer Establishes empirical validity of .suggestions made; informs members  

of limitations and bugs 

Integrator Collates several rules/suggestions; builds taxonomy and manual 

Institutionalizer Pushes for standardization and regulatory support 

Philosopher Someone who pontificates about VS standards; doesn’t necessarily use  

the technology but has vision of its usefulness and communicates it 

1. Promote the VC 

2. Gather editorial content 

3. Manage contributing content authors 

4. Produce newsletters to encourage repeat visits 

5. Test incentives to entice members to contribute their relative insights 

6. Moderate message boards for adherence to posting guidelines 

7. Maintain an environment for organic growth 

8. Set and monitor performance metrics measuring VC effectiveness and efficiency 

1. Use budget-sensitive VCs to reach target customers and potential customers. (Munz & O’Guinn, 2001 - according to  

Thomson Scientific & Healthcare, this is one of the most cited papers in the fields). 

2. Generate increased customer traffic by facilitating a customer-centric virtual community. (Stokburger-Sauber 2010).  

3. Increase authenticity of product, brand and/or service through use of  a VC. (Founier & Lee, 2009).   

4. Enhance sales though a customer request-driven virtual community. (Hanlon & Hawkins, 2008; Wells, 2009;  

Algesceimer & Hermann, 2005; Founier & Lee 2009; Veloutsou & Moutinho 2009; and SSRIV 2010. 

5. Source for new product innovation ideas by analyzing use of VC strategies. (Fuller et al, 2008; Hanlon & Hawkins 2008).    

6. Serve as a customer retention strategy. (Laird-Magee, 2002a, 2002b).  

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goal-centric measurement is a hallmark of sound business strategy. Metrics for measuring engagement, level of 

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community is now, is critically important. Benchmarking is also employed to create a baseline of those success 

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robust looks at community health, community member sentiments, key community member conversation topics, 

community lead generation, and community customer relationship management issues. These evaluation efforts 

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not working, goal-centric wise from both day-to-day and strategic perspectives.    

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metrics can be divided into eight groups, as shown in Table 5. Appendix A shows the several individual goal-centric 

metrics that relate to each of the eight A-H groups.

   
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distinct single lens. They suggest that any metrics used and any resulting outcomes statistics should not be used to 

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For Measuring: 

A. Conversation and Engagement 

B. Community Health 

C. Buzz and Competition 

D. Sentiment and Trends 

E. Issue Resolution Time and Costs   

F. Lead Generation and Sales    

G. Website Analysis   

H. Content Performance 

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.4,,+.)$,+-24"-+-$?^'42:+,$P$_!*(1-4"<$YMLJB<$/4F+*+,$-40+$,+-+!,./+,-$1+3!)+$F/+)/+,$)/+$&-+$4:$-&./$)/(,1>2!,)#$

2,4C+.)(*+$,+-+!,./$)+./"(%&+-$,+W+.)$*!'&+'+--$-&3C+.)(*()#$4,$("-(;/):&'$,+!'()#$?Q411#<$JKKRB7$84$(''&-),!)+$!$56>

,+'!)+1$!22'(.!)(4"$4:$@AA$0+)/414'4;(+-<$!$,+-+!,./+,$0(;/)$2,+-+")$)4$!$56$$0+03+,$!$)+,0<$3,!"1<$$2,41&.)$4,$

4)/+,$43C+.)$2,402)$!"1$!-=+1$)/+$0+03+,$)4<$$("$)/+$.4")+G)$/(-$4,$/+,$4F"$.&')&,+$4,$.400&"()#$?!"$+0(.$!22,4!./B<$

discuss the prompt’s importance in his or her own various work, home, play, or to society settings. Afterwards, the 

researcher would analyze the gathered data and develop insights into values, meanings, and beliefs community 

members’ individually and collectively attach to the brand, product, or other object prompt.

It appears SRR methods translate almost seamlessly to the study of virtual community members with little 

!1!2)!)(4"$,+%&(,+1<$/4F+*+,<$@AA$/!-$'(0()!)(4"-$("$+()/+,$.4>2,+-+")$4,$*(,)&!'$+"*(,4"0+")7$D"+$-+)$4:$'(0()!)(4"-$

,+'!)+$ )4$ ),!"-'!)(4"$2,43'+0-$F/+"$&-(";$-4.(+)#>-2+.(E.$F4,1-<$-#034'-<$!"1$4)/+,$2,402)-$ ("$!"4)/+,$.&')&,!'$

settings. To minimize these issues SRR researchers have used visual-based prompts such as pictures, projective 

)+./"(%&+-<$ !--4.(!)(4"-<$4,$4)/+,$"4">*+,3!'$1!)!$;!)/+,(";$ ("-),&0+")-$ :,++$ !--4.(!)(4"-$ !,+$ +-2+.(!''#$2'!;&+1$

F()/$ ),!"-'!)(4"$2,43'+0-$.,4--$.&')&,+-$ ?H+"I<$JKKLB7$\')/4&;/$"4$1!)!$;!)/+,(";$ )44'$ (-$2+,:+.)<$ )/+$;+"+,!''#>

accepted value of visual-based prompts lies in gaining a respondent’s indirect revelation of his or own underlying 

04)(*!)(4"-<$3+'(+:-<$!))()&1+-$!"1`4,$:++'(";-$F/+"$!-=+1$)4$,+-24"1$!-$)4$!"$]4)/+,>2!,)#9-$2,43!3'+$,+-24"-+9$F/+"$

presented with the physical or online prompt.  

Further elaboration of applications of SRR-based methodologies is beyond the scope of this study. Interested 

,+!1+,-$!,+$,+:+,,+1$)4$8-4&=!'!-9-$?JKKLB$-)&1#$2&3'(-/+1$("$a&!'()#$!"1$a&!")()#$?_+.+03+,B7$8-4&=!'!-$.,+!)(*+'#$

&-+1$+'(.()!)(4"$!"1$+'!34,!)(4"$4:$:,++$!--4.(!)(4"-$)4$1+)+,0("+$)/+$-+0!")(.$E+'1$!"1$.4;"()(*+$4,;!"(I!)(4"$4:$

given social representations and shared with readers the complete survey script as a model to follow, creating a 

common ground for discourse.  

b(''+-2(+$ ?JKKcB$ 24(")+1$4&)$ )/+$ +G(-)+".+$4:$ ]!')+,"!)(*+$ ,+2,+-+")!)(4"9$ ,+-+!,./$ )/!)$ (-$ !$ -&3>.4024"+")$ 4:$

SRR and offers an etic perspective. Here alternative representation image-based prompts are intended to elicit from 

4"+$.&')&,!'$;,4&2$?4,$4"+$*(,)&!'$.400&"()#B$,+-24"1+")-9$ )/4&;/)-<$ (1+!-<$3+'(+:-<$!--4.(!)(4"-<$!"1$-&./$!34&)$

a prompt that they would attribute to being the same or similar to that of how second cultural group (or virtual 

.400&"()#9-B$0+03+,-$F4&'1$ ,+-24"17$\-$F()/$ )/+$2!,+")$@AA$.4".+2)<$b(''+-2(+$ ?JKKcB$.!&)(4"+1$ )/!)$ -+*+,!'$

semiotic barriers may work to neutralize the affect on behavior regarding alternative representations. Although both 

2!,+")$,+2,+-+")!)(4"-$!"1$!')+,"!)(*+$,+2,+-+")!)(4"-$!,+$:!.+1$F()/$3!,,(+,-<$34)/$E+'1-$4:$-)&1#$!,+$+G2+,(+".(";$

use growth in the U.S. 

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4)2!%&'506"030+#%#!)+'5030%"27-'1%"80#!+9':66&!2%#!)+

Social representation research methodologies are used increasingly to study social construction of diverse 

marketing phenomena as the links between social representations and social practices are well-established (Abric, 

YMMdB7$D"+$4:$()-$(024,)!")$!22'(.!)(4"-$(-$("$0!,=+)$-+;0+")!)(4"$,+-+!,./$!-$()$.!"$3+$&-+1$)4$!"!'#I+$56$;,4&2$

formations based on shared beliefs, emotions, lifestyles, and consumption and relationship market segments can be 

formed at all geographical levels, domestic to global. Widely-used internationally, although rarely thus far in America, 

@AA$,+-+!,./+,-$!,+$3+;(""(";$)4$0!=+$-(;"(E.!")$.4"),(3&)(4"-$)4$)/+$@AA$'()+,!)&,+$3#$'("=(";$-+;0+")!)(4"$!"1$

other useful and practical marketing application. Appendix B offers several empirical examples and serve to document 

SRR-marketing links, and address a near void in marketing literature. SRR researchers enthusiastically responded to 

Z'!0+)9-$YMMJ$.!''<$1&,(";$)/+$E,-)$.4":+,+".+$:4,$(")+,"!)(4"!'$0!,=+)(";$@@A$,+-+!,./+,-<$:4,$3&('1(";$!$.400&"!'$

repository of SRR-related studies and the sharing of the open-source sharing of these among SRR researchers. 

Today, many SRR-related papers are published as ‘open source’ on a website entitled, Papers on Social 

A+2,+-+")!)(4"$A+-+!,./<$!*!('!3'+$:,40$/))2[`̀ FFF72-,7C=&7!)`$?H@A<$JKYKB7$\22'#(";$@AA$("$0!,=+)(";$,+-+!,./$

in the U.S. is a relatively new phenomenon, however, it is SRR methodologies could be applied to study a variety 

4:$*(,)&!'$!"1$.4>2,+-+")$.400&"()#$.4"-&02)(4"$2,!.)(.+-[$/+!')/<$+1&.!)(4"<$2/('!")/,42#<$.&')&,!'$+*+")-<$!"1$

0!"#$4)/+,$,+%&(,+1$!"1$1(-.,+)(4"!,#$.4"-&02)(4"$2,!.)(.+-7$S/!)$3&-("+--$1(-.(2'("+-$3+#4"1$0!,=+)(";$-4.(!'$

,+2,+-+")!)(4"$)/+4,#>3!-+1$,+-+!,./$.4&'1$3+$!22,42,(!)+'#$!22'(+1e$8/+$+02(,(.!'$+G!02'+-$2,+-+")+1$("$\22+"1(G$

B are good starting places. 

4)2!%&'506"030+#%#!)+'5030%"27-';$#$"0

\-$!22'(+1$ )4$*(,)&!'$4,$.4>2,+-+")$.400&"()#<$%&!'()!)(*+>3!-+1$@AA$(-$+G2+,(+".(";$-)+!1('#$&-+>;,4F)/$("$

America, although it has not, for the large part as we know it, become a widely-offered course of study in U.S. 

!.!1+0(.$.&,,(.&'!7$f&-)$E*+$#+!,-$!;4$S!;"+,$P$X!#+-$?JKKRB<$!"$\&-),(!"$)+!0<$2&3'(-/+1$)/+$E,-)$-(";'+$)+G)$

addressing the theoretical, epistemological and empirical frameworks, major concept issues, and debates of modern 

-4.(!'$,+2,+-+")!)(4"$,+-+!,./7$8/+(,$F4,=<$+")()'+1<$g*+,#1!#$_(-.4&,-+$!"1$64004"$@+"-+$>$8/+$8/+4,#$4:$@4.(!'$

Representations, is a 472-page text published by Palgrave Macmillian in 2005.

(<=(>?4@<=4A'@1B>@(:C@<=4A':=D'5E(<11E=D:C@<=4

Conclusions

This paper should be of interest to American educators and marketing practitioners as it introduces many to 

new research tools and topics - mostly from Europe - and may encourage them to become involved in these new 

technologies, methodologies, and metrics of assessing virtual community strategy outcomes. Virtual communities, 

)/+$,4'+$4:$56$0!"!;+,-<$/4F$0!,=+)(";$,+-+!,./+,-$.!"$&)('(I+$;4!'>.+"),(.$%&!")()!)(*+$!"1$%&!'()!)(*+$0+),(.-$)4$

0+!-&,+$56$0!,=+)(";$-),!)+;(+-$)4$2,41&.+$;4!'>.+"),(.$4&).40+-$)/!)$!,+$!'(;"+1$F()/$4*+,!''$3&-("+--$;4!'-<$!"1$

4)/+,$56>,+'!)+1$(--&+-$F+,+$1(-.&--+1$)/,4&;/4&)$)/+$2!2+,7$\11()(4"!''#<$)/(-$2!2+,$("),41&.+1$@AA$!-$!$-4.(!'$

representation theory-based practice and the use of netnography in practice and how these practices allow marketers 

!..+--$)4$56$0+03+,-9$0("1>-+)$?!"1$)/+$0("1>-+)$4:$.4>2,+-+")$.400&"()#$0+03+,-B$:4,$(1+")(:#(";$.4"-&0+,>

centric value-added experiences and satisfaction improvement strategies. Through these practices top customer 

.4".+,"-$.!"$3+$(1+")(E+1$!"1$!11,+--+1$!"1$.&-)40+,$,+'!)(4"-/(2$0!"!;+0+")$(02,4*+17$

Implications

The growing importance of virtual communities, social representation research, consumer consumption theory, 

and netnography implies that marketing educators and researchers are pressed to stay current with technological 

developments and research advancements and proactively integrate information about and training regarding these 

into marketing and other educational curricula. The study of virtual communities is relatively new, however, these 

concepts have begun to appear in consumer behavior texts. Some take away thoughts and experiential project ideas 

for incorporating virtual community and social representation knowledge into marketing courses are offered in Table 

6. Students could be asked to conduct ethnographic, netnographic, or both types of research, on brand or product 

.400&"()#$ ("$ )/+-+$0!,=+)(";$.4&,-+-[$.4"-&0+,$3+/!*(4,<$0!,=+)(";$ ,+-+!,./<$!"1$ (")+,"!)(4"!'$0!,=+)(";7$\-$

F!-$-/4F"<$;,4F(";$!))+")(4"$(-$3+(";$1+*4)+1$)/+$*(,)&!'`$3,!"1$.400&"()#$2/+"40+"4"$(".,+!-(";$)/+$'(=+'(/441$

research will grow in relevance with practitioners and educators alike.

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'C%F&0'G-''B)33!F&0'EH60"!0+#!%&'B")I02#3'@+/)&/!+9'4)2!%&'506"030+#%#!)+'5030%"27'JC%,&)"A'KLLMN

Full implications of virtual communities to marketers, other business administrators, and to academics are not yet 

known. The boundary-less nature of virtual communities crossing geographic, time, gender, nationality, ethnicity, 

and education boundaries, richly endows the need for research regarding virtual community, social representation 

research and related study.  

Recommendations

@(".+$4"+$4:$)/+$2,!.)(.!'$!22'(.!)(4"$4:$@AA$(-$("$0+!-&,(";$56>.+"),(.$4&).40+-<$0!,=+)(";$!.!1+0(.(!"$!"1$

2,!.)()(4"+,-$ ,+-+!,./+,-$ -/4&'1$ ,+!1<$1(-.&--<$ !"1$3+.40+$04,+$ :!0('(!,$F()/$*(,)&!'$.400&"()#$ -),!)+;(+-<$56$

management, community manager responsibilities, social representation research, netnography, and other applicable 

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move from their dependency on outsourcing creative and media services to advertising agencies and specialized 

*(,)&!'$0+1(!$ -&22'(+,-<$ )/+#$ !,+$ 2,+--+1$ )4$ 3+.40+$04,+$ -+':>-&:E.(+")$F()/$ -=(''-$ (">/4&-+<$ !"1$ -/4&'1$ +G2+.)$

new hires to be skilled in, digital marketing infrastructures and go-to-market virtual functionalities and solutions. 

Investing in digital demand generation and virtual relationship communities ranks among top initiatives being taken 

)4$0!G(0(I+$)/+$(02!.)$!"1$*!'&+$4:$0!,=+)(";$("$.40(";$#+!,-$?Z!,,+''<$JKYKB7$V"$4&,$42("(4"<$()$(-$+G2+.)+1$)/!)$

present and future marketers will continually be directed by management, stockholders and stakeholders to do more 

F()/$'+--<$!"1$3+$.4")("&!''#$!-=+1$)4$C&-)(:#$0!,=+)(";$("*+-)0+")-<$56>.+"),(.$4,$4)/+,F(-+7$84$!..40041!)+$)/+-+$

directives, many marketers should transition without hesitation toward immediate execution of virtual community 

0!,=+)(";$-),!)+;(+-$?Z!,,+''<$JKYKB<$!"1$0!"#$!,+$!-=+1$)4$14$-4$F()/4&)$!22'(.!3'+$),!("(";7$

Perhaps it is time for academic business departments to build out proprietary virtual community platforms.  

Ideally, these platforms would enable marketing educator, marketing practitioner, and other like-minded people to 

/!*+$.4''+.)(*+<$Jd>/4&,<$ -+*+"$1!#$1(-.4&,-+<$ (")+,!.)(4"$!"1$ :,++>W4F$4:$ (1+!-$ >$ )/&-$+";!;(";$!"1$.4""+.)(";$

university, business world, and community at large.

D!"02#!)+3'O)"';$#$"0'5030%"27'

 Future research investigations could examine a multitude of variables regarding the tracing, visualizing, 

analyzing, and explaining and permanently capturing of virtual community textual and visual elements and member 

,+'!)(4"-/(2-$!"1$)/+$("W&+".+$4:$)/+-+$4"$56$0+03+,-9$3+/!*(4,$2+,:4,0!".+$4,$/("1,!".+$4:$2+,:4,0!".+7$_!)!$

0("(";$56$)+G)&!'$1!)!$)/,4&;/$34)/$%&!'()!)(*+$!"1$%&!")()!)(*+$,+-+!,./$(-$4:$&)04-)$(024,)!".+<$!-$()$+*+")&!''#$

+"!3'+-$)/+$!3('()#$)4$%&!")(:#$)/+$+.4"40(.$*!'&+$4:$*(,)&!'$.400&"()(+-<$,!";(";$:,40$"+;'(;(3'+$&2$)4$0&')(0(''(4"$

dollar values, and offers the possibility of securitizing the future streams of income of these values to obtain working 

.!2()!'$ :4,$ )41!#7$ Z&)&,+$ ,+-+!,./$ -/4&'1$ 1+3!)+$ )/+$ ),+!)0+")$ 4:$ 56$ -2!.+$ !-$ F/+)/+,$ ()$ (-$ 2+,-4"!'$ 4,$ 2&3'(.7$

D)/+,$,+'!)+1$+)/(.!'$(--&+-$,+;!,1(";$,+-+!,./+,$!..+--<$!.%&(-()(4"<$%&4)!)(4"<$!"1$-)4,!;+$4:$)+G)&!'$!"1`4,$*(-&!'$

(":4,0!)(4"$+G./!";+1$!04";$56$0+03+,-$("$56$-2!.+$-/4&'1$3+$+G!0("+17$\-$56>&-+,$3+"+E)-$(".,+!-+$!"1$!-$

&-+,-$-/!,+$(".,+!-+1$(":4,0!)(4"$3+)F++"$56$0+03+,-<$-2!00+,-$!"1$-.!00+,-$!,+$!)),!.)+1<$)/&-$,+-+!,./$4"$

securing virtual communities is of utmost importance. Many research streams surrounding ethics, privacy issues, 

social responsibility, standards of conduct, member participation in and marketer use of virtual communities are 

needed. We suggest researchers consider virtual communities as a broad research domain, open to a variety of  

researcher disciplines by looking more in detail at any of the above mentioned and other virtual community issues.  

\11()(4"!''#<$ ,+-+!,./+,-$ .4&'1$ '44=$ :&,)/+,$ !)$56>.+"),(.$0+),(.-<$ (".'&1(";$.&-)40+,$ ,+)+")(4"<$ !22,42,(!)+$ :4,$

assessing individual and group performance of virtual community strategies and the ‘so what’ impact on businesses, 

56>0+03+,-<$!"1$-4.(+)#$0+03+,-$!)>'!,;+7$\-$)/+$&-+$4:$*(,)&!'$.400&"()(+-$.4")("&+-$()-$,!2(1$+G2!"-(4"<$!"1$

!11()(4"!'$:&".)(4"!'()(+-$F()/("$&-+,$3!-+-$;,4F-<$)/+$1+0!"1$:4,$56>.+"),(.$,+-+!,./$-)&1(+-<$34)/$%&!")()!)(*+$!"1$

%&!'()!)(*+<$F(''$;,4F$2,424,)(4"!)+'#$:4,$'4";()&1("!'$!"1$.402!,!)(*+$-)&1(+-7$$

A. Virtual community research projects that give trainees experience in analyzing on-line blogs, chat rooms, and virtual  

communities with open source memberships. Here the trainees could be asked to identify top-rated virtual community  

member problems or concerns, and learn what product- or brand-related information is being exchanged. 

B. Online projects to help trainees realize the importance of and growing necessity of the link between virtual community  

platforms , marketing, and overall business strategies and customer relationship management.  These projects might take  

the form of interviews with or job-shadowing projects with virtual community managers. 

C. Projects to help trainees realize that virtual communities can serve as a channel of  communication.  In conducting such  

study, trainees come to realize that there is a link between devoted product or brand users and firm sales,  profit,  

and image enhancement. 

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Wikipedia. 2009. Social representations7$A+),(+*!3'+$:,40$/))2[``+"7F(=(2+1(!74,;`F(=(`@4.(!'l,+2,+-+")!)(4"-7$$

Ruth Taylor is a professor of marketing at Texas State University - San Marcos. She received her Ph.D. in marketing 

from University of North Texas. Her current research interests include international marketing, branding, marketing 

education, and hand woven textile marketing and virtual community analysis. She has published in Journal of Brand 

Management, Journal of Marketing Education, Marketing Education Review, Journal for Advancement of Marketing, 

6402+)()(*+"+--$A+*(+F<$f4&,"!'$4:$64")+024,!,#$Q&-("+--$V--&+-<$f4&,"!'$4:$b'43!'$6402+)()(*+"+--<$f4&,"!'$4:$

Professional Services Marketing, and others.  

C,&0"'>%!"QW1%900$(-$!"$!--(-)!")$2,4:+--4,$4:$0!,=+)(";$!"1$0!"!;+0+")$!)$O("E+'1$64''+;+7$8#'+,$(-$.402'+)(";$

her doctoral studies in business administration at George Fox University and holds an M.A. in communication and 

marketing from the University of Portland. She has over 25 years of experience in strategic marketing management 

("$ -+))(";-$ ,!";(";$ :,40$Z4,)&"+$ RKK$ .402!"(+-$ )4$ *+")&,+$ .!2()!'$ -)!,)>&2-7$ V"$ JKKK<$ -/+$ 3&(')$ )/+$ E,-)$ 4"'("+$

.400&"()(+-$:4,$)/+$g'+.),4"(.$_+-(;"$\&)40!)(4"$?g_\B$("1&-),#7$8#'+,9-$,+-+!,./$(-$:4.&-+1$4"$)/+$0!"!;+0+")$

of international virtual communities, the intersection of organizational culture and brand, and outcomes-based 

teaching in marketing and management, domestically and internationally. 

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:660+Q!H':-'.$%+#!#%#!/0WR%30Q' !"#$%&'()**$+!#,'10#"!23

?\1!2)+1$:,40[$A!1(!"L$g$Q44=$?JKYKB<$Q&('1(";$P$@&-)!("(";$Q,!"1$6400&"()(+-<$T +!-&,(";$6400&"()#$V02!.)<U$6/!2)+,$LB

\7$$ +!-&,(";$64"*+,-!)(4"$!"1$g";!;+0+")$

1. H,4!.)(*+$3'4;$24-)-$4,$.4"*+,-!)(4"$),+!1-$("()(!)+1$3#$)/+$E,07

2. Tweet and Retweet ratios.

3. Length of comment strings per company-initiated posts.

4. n$4:$.400&"()#$0+03+,-$+";!;+1$4"$)42(.$24-)-$2+,$F++=`04")/7

5. o$)4)!'$04")/'#`)#2+$.4"*+,-!)(4"-$P$)/+(,$,!)(4-[$@&224,)N$842(.!'N$b441F(''[$D)/+,-

6. Presence by media type.

Q7$$ +!-&,(";$6400&"()#$X+!')/

1. Growth rates for different properties.

2. 6400&"()#$0+03+,$-!)(-:!.)(4"`$,+"+F!'-`,+)+")(4"$!"1$!)),()(4"7

3. Average community member engagement time.

4. 6400&"()#$0+03+,$.4""+.)(4"-[$!.)&!'$?:,(+"1-B$!"1$(02'(+1$?.4"*+,-!)(4"-B7

5. A!)(4$4:$.402!"#$)4$.400&"()#$24-)-`.4"*+,-!)(4"-7$

67$$ +!-&,(";$Q&II$!"1$6402+)()(4"

1. Number of posts and % positive posts vs. competitive virtual communities.

2. Recommendations and referrals versus competitive virtual communities.

3. Share of conversation.

4. Reviews of product or service 

D.  Measuring Sentiments and Trends

1. @+")(0+")-$)4F!,1$2,41&.)$4,$-+,*(.+$2+,$2,41&.)`-+,*(.+$,+*(+F$!"!'#-+-

2. H4-()(*+`"+;!)(*+`"+&),!'$,!)(4-$4*+,$*!,(4&-$)(0+$2+,(41-$!"1$!-$.402!,+1$)4$.402+)()(*+$56-7

3. Recovery time for sentiment rations after an encountered crisis.

4. g0+,;+")$+*!";+'(-)-$?n$24-()(*+$24-)-B$!"1$1(-),!.)+,-$?n$"+;!)(*+$24-)-B$:,40$!$-(";'+$-4&,.+

g7$$ +!-&,(";$V--&+$A+-4'&)(4"$8(0+$!"1$64-)-

1. Posts and issues addressed in social media channels.

2. A+-4'&)(4"$4:$E,-)$.4")!.)N$!*+,!;+$,+-4'&)(4"$)(0+7

3. V--&+-$("()(!)+1$!"1$,+!./+1$4"'("+$!"1$4:W("+$?'(=+$2/4"+$.4")!.)B$!"1$.402!,!)(*+$.4-)$2+,$(--&+7

4. 64-)$2+,$(--&+$?!-$.402!,+1$)4$4:W("+$0+./!"(-0-$'(=+$2/4"+$.4")!.)B7

5. H++,>,+-4'*+1$(--&+-$?-&224,)B7

6. @&224,)(*+$.400+")-`1+:+"1(";$;+-)&,+-$3#$.400&"()#$0+03+,-7

F.  Measuring Lead Generation and Sales

1. 6400&"()#$0+03+,-/(2$4*+,'!2$F()/$-!'+-N$A+:+,,!'-$*(!$4"'("+$./!""+'-7

2. % leads originating through online channels; % leads closed though online channels.

3. 64-)$2+,$14''!,$,!(-+17

G.  Measuring Website Analysis

1. A+:+,,!'$),!:E.$*4'&0+$:,40$*(,)&!'$.400&"()#$-()+7

2. Time on virtual community site for online referrals.

3. 64"*+,-!)(4"-`.'(.=$)/,4&;/$n$:4,$*!,(4&-$,+:+,,!'$./!""+'-7

4. Inbound links.

X7$$ +!-&,(";$64")+")$H+,:4,0!".+

1. _4F"'4!1-$:,40$-()+[$h2'4!1-$4:$h-+,>;+"+,!)+1$.4")+")$?hb6B

2. Revenue and paid out count. 

3. Shares (share of Tweets; Retweets; Inbound links; bookmarks; votes, etc.

4. h"(%&+$.4"*+,-!)(4"-$!34&)$.400&"()#$.,+!)+1$.4")+")$P$+G)+,"!'$4,$&-+,>;+"+,!)+1$.4")+")7$

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Advances in Business Research

:660+Q!H'R-'E*6!"!2%&'4)2!%&'506"030+#%#!)+':66&!2%#!)+3

1. H+"I<$k+(,>H+-)($ !"1$^(,./'+,9-$ -)&1#$ ?JKKdB$ ("$\&-),(!$.4".+,"(";$.4"-&0+,$3+/!*(4,$ )4F!,1$ )/+$ ]+'+.),4"(.$

2&,-+9$?)/+$./(2$.!,1B7

2. b41+)$+)$!'$?JKKMB$F4,=$F()/$-4.(!'$,+2,+-+")!)(4"$,+-+!,./$0+)/414'4;(+-$("$)/+$h^$F/+,+$)/+#$-4&;/)$.4"-&0+,$

42("(4"-$!"1$2,+C&1(.+-$)4F!,1$E)"+--$.'&3-$)4$'+!,"$4:$-!'(+")$+'+0+")-$4:$!$2!,)(.&'!,$-24,)-$3,!"1$!"1$)/+$F!#$

these elements are structured the community members themselves.

3. X4&)('!("+"<$H(,))('!>Q!.=0!"$!"1$84&,(''9-$ ?JKKLB$ -)&1#$ ("$Z("'!"1$ ,+;!,1(";$ )/+$0!,=+)(";$4:$"+F$ :441-$ )4$

consumers based on consumers grouped into their suspicions of new foods, adherence to natural foods, adherence 

to technology, eating as an enjoyment activity vs. eating as a necessity; and other eating behaviors.  Research 

E"1(";-$4:$)/(-$-)&1#$F+,+$&-+1$!"$!))+02)$)4$2,+1(.)$.400&"()#$.4"-&0+,-9$F(''(";"+--$)4$),#`&-+$"+F$:441-7$$

 

4. O+*(">A4-!'(-$+)$!'$?JKKiB<$-/4F+1$/4F$-4.(!'$,+2,+-+")!)(4"$,+-+!,./$F!-$&-+1$!-$!$)/+,!2+&)(.$2,4.+--$("$.4">$

ditioning a community of habitually violet men to understand and manage their own aggression tendencies. 

5. \&1+3,!"1$?JKKdB$1+-.,(3+$/4F$-4.(!'$,+2,+-+")!)(4"$,+-+!,./$F!-$&-+1$)4$-/4F$/4F$]:!(,$),!1+9$F!-$+'!34,!)+1$

among student community member interactions based on free associations. 

6. Q,+!=F+''$!"1$6!")+,$?YMMiB$("$)/+(,$344=<$g02(,(.!'$\22,4!./+-$)4$@4.(!'$A+2,+-+")!)(4"$A+-+!,./<$(''&-),!)+-$

the multi-functionality of social representation research.  

7.  !"#$4)/+,$2/+"40+"!$!-$-&3C+.)-$4:$-4.(!'$,+2,+-+")!)(4"$,+-+!,./[$

!7$ Q,!"1`2,41&.)$3&('1(";$!"1$3,!"1`2,41&.)$0!22(";$>$("1(,+.)'#$4,$1(,+.)'#$+'(.()$:,40$.400&"()#$0+03+,-$

,+!'()#>$ 3!-+1$*!'&+-<$ 2+,.+(*+1$3+"+E)-$ !))()&1+-<$ !"1$4)/+,$ -&./$ (":4,0!)(4"$ !34&)$ 2!,)(.&'!,$ 3,!"1-$4,$

products to aid brand image building, brand image mapping, and other brand-related endeavors.

b. Building sales volume – indirectly or directly elicit information about barriers to consumption from 

community members and to determine important reasons for non-consumption.  

c. Others

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