Experience Communication, Virtual Community and Value Creation in Online Business

Accelerating the replacement of satisfactory objects and the emergent socializing vs cocurrent subjectiveness of consumption lead to qualify and valorize the space of existence and the “area of living” through situations in which the customer can experience affective and emotional states associated with consumption. In this context firms have been engaged in the correct creation and communication of real situations. The first section of the paper provides background information on the development of marketing studies up to "experience economy”. Then opportunities for on line business are discussed offered by means of a virtual community, creating a value system for the consumer from which a sustainable advantage for the firm is derived