ABSTRACT
Since the quick rise of the Internet in the 1990s, the concept of the virtual community has attracted considerable attention from marketers. This interest is usually fuelled by the idea that virtual communities form ‘unified fronts’ that represent single homogeneous market segments. Different from traditional segmentation marketing that is based upon common consumer characteristics like age, gender and income, virtual communities of consumption allow for direct marketing actions based upon specific consumer interest, in the manner of placing banner advertisements for Bordeaux wine in a community of Bordeaux wine lovers. Moreover, virtual communities are considered attractive because of their many-to-many marketing potential: the consumption and brand enthusiasts that gather in virtual communities to exchange information and experiences do not only feed each other’s loyalty and devotion, but they also serve as
important advocates by informing and influencing fellow consumers that look for advice (Kozinets, 1999).
