A Virtual Community Model Proposal: The Gentleman’s Club

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


In this article, we address the problem of virtual communities, proposing a basket of products’ self-determination model, where the community determines what it is interested to buy and, in some situations, when. In this way, instead of letting a brand or product create the need or desire of the users in the community to buy, it will be the community, through a network effect, to self-influence the user, in order to define what intends to buy reaffirming, also, in this way its identity. This article proposes a conceptual model to be implemented toward a future Case Study research, with a structure within a network capable of influencing itself where members, who share the same interests, can define a basket of products and services and thus reaffirm and evolve their identity.

Original languageEnglish
Title of host publicationMarketing and Smart Technologies
Subtitle of host publicationProceedings of ICMarkTech 2021
EditorsJosé Luís Reis, Marc K. Peter, Ricardo Cayolla, Zorica Bogdanović
Number of pages12
ISBN (Electronic)978-981-16-9272-7
ISBN (Print)9789811692710
Publication statusPublished - 15 Mar 2022
EventInternational Conference on Marketing and Technologies, ICMarkTech 2021 - La Laguna, Spain
Duration: 2 Dec 20214 Dec 2021

Publication series

NameSmart Innovation, Systems and Technologies
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026


ConferenceInternational Conference on Marketing and Technologies, ICMarkTech 2021
CityLa Laguna


  • Business models
  • Digital transformation
  • e-commerce
  • Online communities


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