This analysis delves into the challenges and characteristics of effective online communities based on the Tribalization of Business Study, which surveyed over 500 companies utilizing online platforms for customer interaction. It highlights marketers' struggles to maximize the potential of these communities, pointing out that a deep understanding of human characteristics is as crucial as mastering Web 2.0 and social media tools. By emphasizing human attributes, marketers can significantly improve the success rates of online community engagements.
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Moran, Edward, and Francois Gossieaux. "Marketing in a hyper-social world: The tribalization of business study and characteristics of successful online communities." Journal of Advertising Research 50.3 (2010): 232-239.
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