According to the recent “The Long Tail” perspective the significant changes brought about by the digital age and by the web 2.0 are having a deep impact on market structures. As a consequence, the importance of business models based in niche markets is steadily increasing, while in the past most of companies were more likely to focus on mass markets and key clients who were thought to be more profitable. Anyway, given its novelty, this topic is still under-researched. In particular the aim of this paper is to explore the effectiveness of sponsorship of new “long tail” communities in term of purchase intentions of the sponsoring brands. Drawing on available models, this paper also explores the differences between online and offline sponsorship of the mentioned communities. Interesting results obtained thorough a research on 131 long tail communities’ members are presented and discussed.
Comparing the effectiveness of offline and online sponsorship of long tail communities
CASSIA, FABIO
2010-01-01
Abstract
According to the recent “The Long Tail” perspective the significant changes brought about by the digital age and by the web 2.0 are having a deep impact on market structures. As a consequence, the importance of business models based in niche markets is steadily increasing, while in the past most of companies were more likely to focus on mass markets and key clients who were thought to be more profitable. Anyway, given its novelty, this topic is still under-researched. In particular the aim of this paper is to explore the effectiveness of sponsorship of new “long tail” communities in term of purchase intentions of the sponsoring brands. Drawing on available models, this paper also explores the differences between online and offline sponsorship of the mentioned communities. Interesting results obtained thorough a research on 131 long tail communities’ members are presented and discussed.
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