Pop Divas and the Expression of Emotions in Virtual Communities: a Cross-Regional Comparison
Studying the expression of emotions in virtual communities yields insights into the mindset of people, especially in the virtual community environment. In this milieu, people post messages voluntarily with the only purpose to be in contact with others who share the same interests. It’s important for marketers to understand emotions in people because emotions are a very important factor in consumer behavior. Emotion is linked to consumption and can influence attitudes and actual behaviors. Understanding the emotions expressed in virtual communities helps marketers improve their understanding to develop strategic plans more effectively and with more accuracy.
Citation:
Cecilia Maldonado and Michael S. Minor (2006) ,"Pop Divas and the Expression of Emotions in Virtual Communities: a Cross-Regional Comparison", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 86-87.
Authors
Cecilia Maldonado, University of Texas–Pan American, USA
Michael S. Minor, University of Texas–Pan American, USA
Volume
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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