(2014) Martínez Torres, María del Rocío; Toral, S. L.; Fornara, Nicoletta; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing); Universidad de Sevilla. Departamento de Ingeniería Electrónica
Virtual communities represent today en emergent phenomenon through which users get together to
create ideas, to obtain help from one another, or just to casually engage in discussions. Their increasing popularity
as well as their utility as a source of business value and marketing strategies justify the necessity of
defi ning some specifi c methodologies for analyzing them. The aim of this paper is providing new insights
into virtual communities from a methodological viewpoint, highlighting the main trends and challenges
