The world changes continuously. Internet and mobile phones change our behaviour. They change the way in which we deal with information and the way in which we communicate. As a consumer we choose where and when... ►

Nowadays everyone has the opportunity to profile him/herself through several online communities. The individual presents itself through generic communities to the entire world or to a restricted part of it through a specific community... ►

The use of communities is rapidly growing. In the Netherlands already more time is spent on online communities than with e-mailing. Recent research by Nielsen Online showed that 1 of every 11 minutes at the computer is spent on social networks and communities... ►

Why are we eager to participate in communities? What exactly is it, that we want to contribute to those communities? The human being is a social creature... ►

What is it that communities become so important? In addition to the undeniable trend that people use them more and more often and therefore put a lot of energy in it, it has another important function... ►

It becomes increasingly harder to reach people via the traditional media, because it is less used. The internet is alive with interesting environments, which allows the individual to create a world based on his own interests... ►