La segmentación del consumidor en las comunidades virtuales de marca a través del coeficiente de adecuación: El caso empírico eDreams
DOI:
https://doi.org/10.24310/recta.17.2.2016.19927Keywords:
Internet, comunidad virtual de marca, consumidor, lógica borrosa, coeficiente de adecuaciónAbstract
The increasing connectivity provided by the Internet and the increasing power of online consumers have turned the virtual brand communities into a relevant phenomenon, giving a better communication between businesses and consumers, these platforms often focus on mutual and specific interest (a brand, a product, etc.) and its members are usually united by a shared admiration for that interest. Where the contribution is the application of a new model of attitudinal loyalty going from the two references, classifying participants / customers according to their occupation. This will enable the brand to find new strategies according to customer segmentation / participants of the virtual brand community. It has been chosen to use the coefficient of Adequacy, because through it we can facilitate decision-making by obtaining data.
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