In today's society there are rapid changes in communication. Personal contact such as phone calls and lunch meetings are being replaced by the much more efficient e-mail system. Contacting China is almost as easy as contacting a colleague in the same department and buying new products now only requires some mouse-clicks. In a highly competitive marketplace, efficiency and price are not the only criteria that influence purchase behavior. We all prefer to do business with people that we trust.
Virtual communities provide the necessary elements for creating a trusting relationship online.
By giving customers access to discussion forums, sharing knowledge and through inter-personal online communications, the credibility of a company can be greatly enhanced. Virtual communities can be thought of as an online corporate lounge - a place where employees and customers gather and exchange ideas, a place where problems are solved and new ideas are born. Perhaps most importantly, a place where trust and loyalty co-evolve. Generate Revenue Charge for usage. The Internet has always been perceived as a place where access to information should be free.