The Influence of Virtual Communities in Marketing Decision

  •  Giuseppe Granata    
  •  Giancarlo Scozzese    


Purpose – The introduction and growth of the Internet and modern technology has had a strong impact on the structures of companies and led to a change in the decisional processes. In the new economic scenarios, with the growth of social networks and Web 3.0, technologies go through developments and transformations that are of vital importance to ensure the competitiveness of companies.

Methodology – The study analyzes the possibility of applying social networks to the new business models, underlining their importance not only with regard to managers but also, and especially, to crowdsourcing processes.

Implications – The objective of the study is to focus on the impact that web 3.0 and social networks have on management and marketing decisions, underlining certain processes in order to improve the competitive advantages of companies.

This work is licensed under a Creative Commons Attribution 4.0 License.