Strategies for online communities

Kent D. Miller; Frances Fabian; Shu Jou Lin

doi:10.1002/smj.735

Strategies for online communities

Kent D. Miller
, Frances Fabian
, Shu Jou Lin

Michigan State University
University of Memphis
Chang Gung University

Research output: Contribution to journal › Journal Article › peer-review

169 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	305-322
Number of pages	18
Journal	Strategic Management Journal
Volume	30
Issue number	3
DOIs	https://doi.org/10.1002/smj.735
State	Published - 03 2009
Externally published	Yes

Keywords

Computer simulation
Demand
Online communities
Preference formation
Social learning processes
Threshold effects

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10.1002/smj.735

Cite this

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KW - Preference formation

KW - Social learning processes

KW - Threshold effects

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Strategies for online communities

Abstract

Keywords

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