The use of web 2.0 and online virtual communities to develop marketing strategies

Abstract

The web 2.0 or “online interactive platform”, becomes today one of the most powerful medium which enables the interaction of web's visitors, knowledge sharing, co-creation of information, empowerment of consumers and/or companies, brand commitment and loyalty, leading to a successful Internet marketing strategy. Therefore, we will focus in this study on the influence of the use of web 2.0 and online virtual communities in the development of marketing strategy.