Enterprise Participation and Marketing Performance in B2B Community: A Study Based on the Business Friends Circle of Alibaba

Abstract

Abstract:

The development of internet not only leads to the flourishing of individual virtual communities, but also brings the prosperity of enterprise virtual communities. Currently, researches about virtual communities mainly focus on the former kind of communities, with little attention to the latter. Based on the data of 6332 samples from the business friends circle of Alibaba, the paper explores the relationship between firm's participation, structural embeddedness, participation duration and marketing performance in the community, and finds that a firm's participation in this third-party B2B community can affect its structural embeddedness, and the embeddedness can bring the firm a better marketing performance in the community, which is moderated by its participation duration.

Key words: B2B community, community participation, marketing performance, participation duration

Meng Tao, Wang Wei. Enterprise Participation and Marketing Performance in B2B Community: A Study Based on the Business Friends Circle of Alibaba[J]. , 2019, 31(6): 123-134.

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