Brand communities for market trend discovery: a study to advance entrepreneurial marketing research

Dhruv Bhatli, Fabian Eggers and Katherine Gundolf

International Journal of Entrepreneurship and Small Business, 2012, vol. 16, issue 4, 422-435

Abstract: Information management has an important role for small and resource constrained firms. However the role of consumer insights in entrepreneurial marketing has remained under-researched, specifically on how to gather, collect and access relevant information in the digitised consumer universe. This netnographic study fills this gap and proposes brand communities as a feasible source of valuable entrepreneurial marketing related insights, which can help small and resource constrained entrepreneurial firms to exploit opportunities and lower perceived market risks.

Keywords: entrepreneurial marketing; brand communities; information management; netnography; small firms; entrepreneurship; market research; resource constraints; virtual communities; online communities; web-based communities. (search for similar items in EconPapers)
Date: 2012
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