PT - JOURNAL ARTICLE AU - Edward Moran AU - Francois Gossieaux TI - Marketing in a Hyper-Social World AID - 10.2501/S0021849910091397 DP - 2010 Sep 01 TA - Journal of Advertising Research PG - 232--239 VI - 50 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/50/3/232.short 4100 - http://www.journalofadvertisingresearch.com/content/50/3/232.full SO - J Advert Res2010 Sep 01; 50 AB - Organizations are increasingly using online communities to interact with customers, but marketers identify a number of key obstacles standing in the way of community effectiveness. The authors analyze the results of the Tribalization of Business Study, a survey of more than 500 companies that are using online communities and other research to identify characteristics of successful communities. The authors suggest that marketers should understand key human characteristics as thoroughly as the Web 2.0 and social media tools they employ when interacting with customers through online communities and that by keeping these human attributes in mind, marketers may foster more successful community deployments.