COMMUNITY-BASED MARKETING: CREATION OF A SUCCESSFUL VIRTUAL COMMUNITY

We can assume that numerous e-commerce retailers prefer to use a community based-marketing to satisfy demand. In this case, it is very important to understand the principles of virtual community creation and use it as an advantage in the e-commerce area. The virtual community concept through the prism of theory of collective action has been described. To create a successful virtual community with loyal members, it is necessary to use modern communicational technologies and seeding, feeding and weeding.