The impact of virtual communities on e-loyalty: a conceptual framework
by Barbara Krumay, Roman Brandtweiner, Christoph Zauner
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 6, No. 3, 2011

Abstract: Regarding the success of virtual communities, several factors and prerequisites are essential. At the same time, companies are looking for factors influencing e-loyalty. In this paper, a framework (VC2E-Loy) is presented, which compares the attitudes arising in virtual communities with prerequisites of e-loyalty. First, the fundamentals of both – e-loyalty and virtual communities – are discussed. Then, attitudes and factors derived from literature are presented. The framework is created based on the factors extracted from literature. Finally, the framework is described and information on validation, open questions and further research is given.

Online publication date: Wed, 26-Nov-2014

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