...Paul Capriotti Purpose The purpose of this paper is to study how museums in a medium‐sized city (Tarragona, Spain) communicate with their local community, analysing how people evaluate and inform themselves about the museums in their city, and studying how museums identify their specific publics...

...Maria Sicilia; Mariola Palazón Purpose The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca...

... seems at odds with some current thinking about how organisations might manage the activities of online groups. This study allows an examination of an aspect of online activity from an under researched angle. Although it is accepted that many‐to‐many communications heighten consumers’ abilities...