Strategies for online communities
This study examines the participation of firms in online communities as a means to enhance demand for their products. We begin with theoretical arguments and then develop a simulation model to illustrate how demand evolves as a function of interpersonal communication and a firm's chosen strateg...
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| Veröffentlicht in: | Strategic management journal 2009-03, Vol.30 (3), p.305-322 |
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| container_end_page | 322 |
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| container_issue | 3 |
| container_start_page | 305 |
| container_title | Strategic management journal |
| container_volume | 30 |
| creator | Miller, Kent D. Fabian, Frances Lin, Shu-Jou |
| description | This study examines the participation of firms in online communities as a means to enhance demand for their products. We begin with theoretical arguments and then develop a simulation model to illustrate how demand evolves as a function of interpersonal communication and a firm's chosen strategy. In this model, the firm's strategy involves allocating advocates who promote its product in online communities. Our model results point to some key parameters informing firms' strategies when social learning processes shape demand. |
| doi_str_mv | 10.1002/smj.735 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0143-2095 |
| ispartof | Strategic management journal, 2009-03, Vol.30 (3), p.305-322 |
| issn | 0143-2095 1097-0266 |
| language | eng |
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| source | Jstor Complete Legacy; Wiley Online Library Journals Frontfile Complete |
| subjects | Adoption rates Business management Business strategies Communities Community structure Computer simulation Conspicuous consumption Consumer advertising Consumer research Demand Internet Marketing Marketing research Modeling Observational learning Online communities preference formation Product management social learning processes Strategic management Studies threshold effects Virtual communities Websites |
| title | Strategies for online communities |
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