This paper explores the implications of internet community forums for consumer marketers, integrating recent theoretical works and case developments. It highlights the market research benefits of monitoring and participating in these forums and offers practical suggestions for maximizing their value in marketing and research. The study provides tactics for consumer marketers to leverage internet community forums to gain direct consumer input, enhance product design, and identify emerging consumer wants. While the theoretical concepts show significant potential for consumer marketing, they have yet to be tested empirically.
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Pitta, Dennis A., and Danielle Fowler. "Internet community forums: an untapped resource for consumer marketers." Journal of Consumer Marketing 22.5 (2005): 265-274.
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