Samenvatting

In 1991, the first website entered the World Wide Web. Now, 18 years later, more than one billion people around the world find their way to the Internet, searching for products, entertainment or
soulmates.1 Rapidly, the Internet was discovered as an interesting tool for marketers to reach a big amount of consumers. Novedge (created in March 2003) is a company that sells software aimed at the design and manufacturing industry through their online web shop. The company wants to know how social communication techniques can help them in achieving its online marketing objectives, using blogs, communities and social networks. A community, called RhinoJungle, would be used to see which social media tools are most effective so they could be used in the future to help reaching the Internet marketing objectives of Novedge.