Technology and Community Group 3 Additional Reading Jody Chatalas

Group 3 Additional Reading Flavián, C., and Guinalíu, M. (2005). The influence of virtual communities on distribution strategies in the internet. International Journal of Retail & Distribution Management, 33(6/7), 405-425. ABI/INFORM Global database. (Document ID: 877316031). Businesses are accustomed to employing the Internet in their endeavors, and it has been an effective tool for reaching large numbers of consumers. But the use of online communities is proving to be an excellent method for building brand loyalty.

Brand Communities Consciousness of Kind - connecting individuals to a brand, often in comparison to competition Ritual & Tradition - transmission of community meaning, relating with history and patterns of the brand. Sense of Moral Responsibility - commitment which integrates and retains members, ensuring community longevity.

Benefits of Virtual Communities Taking community online expands capabilities of brand communities Enhanced relationships and trust. Sharing of information. Economic transactions; ease in sales and distribution of products. Advertising revenue.

Examples Cited in Article iVillage - Website of Tesco Guiness - Irish stout beer Amazon Apple virtual community Manchester United soccer club

Selected Reading by Jody Adamic, L., and Glance, N. (2005). The political blogosphere and the 2004 u.s. election; divided they blog. Proceedings of the 3rd International Workshop on Link Discovery. 36-43. Adamic and Glance examine the effect that political blogs had on the 2004 US presidential election. The study analyzes some trends of liberal and conservative blogs during the two months prior to the election, mostly focused on the use of linking by the blogs, which demonstrates how the left and right communities attempts to further their agenda.

Findings of Study Liberal and Conservative blogs overwhelmingly link to sites that share the same views and ideals. Conservative blogs cross-cite more often, but still to sites that reinforce points. Media links consistent in this, too. Conservative blogs linked to NY Post, Wathington Times and Wall Street Journal opinion page. Liberal blogs linked to LA Times, New Republic and Wall Street Journal news pages. NY Times linked to roughly the same by both.

Effect on 2004 Election Blogs helped energize candidate support and fundraising. Liberal blogs better at using virtual community as an organizing tool. Conservative blogs focused on two big stories and kept them alive, likely energizing that base further: Attacks John Kerry’s military service (Swiftboat). Dismissal of Dan Rather’s report on GW Bush’s military maneuverings. Rather eventually fired.

Political Blogs as Community This subset of the blogosphere is entirely similar to brand/virtual community. The liberal site Daily Kos epitomizes this. Consciousness of progressive politics Comparisons to competition (conservatives) Trust in writers, contributors and content.