Virtual Community: Concepts, Implications, and Future Research Directions

Sumeet Gupta, Hee Woong Kim

Research output: Contribution to conferencePaperpeer-review

19 Citations (Scopus)


Virtual communities (VCs) are places on the web where people can find and then electronically “talk” to others with similar interests. Being capable of increasing stickiness of the website, VCs have potential to form future business models especially in B2C. This research presents an integrated and conceptual understanding of VCs dividing it into three parts namely, virtual community (VC) evolution and formation, VC dynamics and VC application. This research also highlights the importance of VCs in relation to its application for building trust, relationship and commitment over internet. Due to their ability to make the site sticky VCs can be of benefit to both the customer and the marketer in many ways. This research reviews the benefits VCs can provide to the vendor/host in relationship marketing, building customer relationships, enhancing store image and customer loyalty.

Original languageEnglish
Number of pages9
Publication statusPublished - 2004
Event10th Americas Conference on Information Systems, AMCIS 2004 - New York, United States
Duration: 2004 Aug 62004 Aug 8


Conference10th Americas Conference on Information Systems, AMCIS 2004
Country/TerritoryUnited States
CityNew York

Bibliographical note

Publisher Copyright:
© 2004, Association for Information Systems. All rights reserved.

All Science Journal Classification (ASJC) codes

  • Library and Information Sciences
  • Information Systems
  • Computer Science Applications
  • Computer Networks and Communications


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