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.
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.
Cecilia Maldonado, University of Texas–Pan American, USA
Michael S. Minor, University of Texas–Pan American, USA
LA - Latin American Advances in Consumer Research Volume 1 | 2006
Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA
Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA