Virtuella communityn
en fallstudie om independentskivbolags användning av virtuella communityn
The purpose of this thesis was to study the importance of virtual communities for independent record companies. It also aims to examine how these companies use virtual communities in their marketing activities and how to gain competitive advantages by working with virtual communities. A case study based on interviews was conducted with managers from two independent record companies, Music Is My Girlfriend Recordings and B&B Records. Our study has shown that virtual communities are important for independent record companies as tools for finding and addressing the right target market. Useful information about the members of these communities can easily be gathered with the use of the various search options that are available. The study has also shown that virtual communities are significant means of communication with customers to get meaningful feedback. Furthermore the study has shown that due to the lack of monetary resources, these virtual communities are important to independent record companies when it comes to pursue competitive advantages.