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从营销的视角看虚拟社区的背景、发展及未来研究

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摘要 随着互联网技术的发展,虚拟社区的重要性已被广泛认可,学术界关于虚拟社区的研究及相关理论增多。本文从营销学的视角梳理了虚拟社区的发展背景,剖析了从AIDMA到AISAS的消费决策模式的改变,使得虚拟社区营销价值凸现,同时,基于理论和实践分析,提出用户贡献内容为虚拟社区未来的研究热点。
作者 潘琼
出处 《中国传媒科技》 2018年第6期125-126,共2页 Media Science and Technology of China
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