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Virtual Communities and Collaborations

Abstract

This article explores the various stances and ideas that firms must both heed and consistently adapt to in the perpetuation ofthe Web 2.0 phenomenon of online social networks (OSNs). Within the article, the sociological implications of OSNs areexplored before discussing various strategies, opportunities, and problems that are associated with the continued growth ofOSNs within and outside of the firm, ending with the creation of a theoretical framework for value co-creation using OSNsand brand communities, and critical success factors in utilizing said framework.

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