DocumentCode
2638940
Title
The experiential marketing in the online community
Author
Yang, Nan
Author_Institution
Sch. of Econ. & Manage., Zhongyuan Univ. of Technol., Zhengzhou, China
fYear
2010
fDate
16-17 Aug. 2010
Firstpage
454
Lastpage
457
Abstract
This paper discussed the reality of the domestic online communities. Based on the analysis of the status of online communities to develop experience marketing, this paper explored how to develop experience marketing in online communities, and how to achieve the interaction between internet users and online communities. Finally, based on citing the case of Alibaba, this paper reached the conclusion that the online communities should make users to experience different feelings and gain the value to improve the loyalty by experience marketing.
Keywords
Internet; marketing data processing; Alibaba; Internet users; domestic online community; experiential marketing; Advertising; Business; Communities; Economics; Internet; Media; Psychology; experience marketing; measures; online communities;
fLanguage
English
Publisher
ieee
Conference_Titel
Web Society (SWS), 2010 IEEE 2nd Symposium on
Conference_Location
Beijing
Print_ISBN
978-1-4244-6356-5
Type
conf
DOI
10.1109/SWS.2010.5607407
Filename
5607407
Link To Document