Virtual brand communities and product innovation: A users classification model based on text analysis

Author/s Stefano Bordoni, Gianluca Marchi
Publishing Year 2011 Issue 2011/1
Language Italian Pages 19 P. 53-71 File size 964 KB
DOI 10.3280/MC2011-001004
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The paper analyses product knowledge as a key factor for classifying and selecting the more innovative users within virtual brand communities. Based on a multi-method approach, the work is applied to the Ducati Hypermotard blog, with the aim to study the recurrent contents and subjects observed in users’ messages and their distribution in relation to the members’ ability to support product innovation. The existence of a link between user’s product knowledge, text contents, and user innovativeness is confirmed. Finally, a model for the automatic text-based classification of messages and users is proposed.

Keywords: Product innovation, virtual brand community, lead user, product knowledge, content analysis; text-mining

Stefano Bordoni, Gianluca Marchi, Comunità virtuali di marca e innovazione di prodotto: un modello di classificazione degli user basato su analisi testuale in "MERCATI E COMPETITIVITÀ" 1/2011, pp 53-71, DOI: 10.3280/MC2011-001004