The authors develop a four-dimensional scale to measure members'satisfaction with virtual communities. The dimensions consist ofmembers' satisfaction with member-member interactions,organizer-member interactions, organizer-community interactions, andthe community's site. Using a sample of 3605...

Word of mouth marketing — the intentional influencing of consumer-to-consumer communications — is an increasingly important technique. The authors overview and synthesize extant word of mouth theory and present a study of a marketing campaign in which mobile phones were seeded with prominent...