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Strategies for online communities

Author

Listed:
  • Kent D. Miller
  • Frances Fabian
  • Shu‐Jou Lin

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. Copyright © 2008 John Wiley & Sons, Ltd.

Suggested Citation

  • Kent D. Miller & Frances Fabian & Shu‐Jou Lin, 2009. "Strategies for online communities," Strategic Management Journal, Wiley Blackwell, vol. 30(3), pages 305-322, March.
    • Handle: RePEc:bla:stratm:v:30:y:2009:i:3:p:305-322
    DOI: 10.1002/smj.735
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    Citations

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    Cited by:

    1. Leif W. Lundmark & Chong Oh & J. Cameron Verhaal, 2017. "A little Birdie told me: Social media, organizational legitimacy, and underpricing in initial public offerings," Information Systems Frontiers, Springer, vol. 19(6), pages 1407-1422, December.
    2. Meng-Jun Hsu & Ming-Chia Hsieh & Emmanuel Kwame Opoku, 2022. "Knowledge Co-Creation during the COVID-19 Pandemic: A Dual-Regulated Learning Model in Virtual Hospitality Communities," Sustainability, MDPI, vol. 14(8), pages 1-18, April.
    3. Nielsen, Kristian Roed, 2018. "Crowdfunding through a partial organization lens – The co-dependent organization," European Management Journal, Elsevier, vol. 36(6), pages 695-707.
    4. Haya Ajjan & Frances Fabian & David Tomczyk & Hala Hattab, 2015. "Social Media Use To Support Entrepreneurship In The Face Of Disruption," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 20(03), pages 1-27, September.
    5. Stam, Wouter, 2009. "When does community participation enhance the performance of open source software companies?," Research Policy, Elsevier, vol. 38(8), pages 1288-1299, October.
    6. Thomas Cyron & Marcel Garz & Norbert Steigenberger, 2024. "Beware the community type: engagement and growth in core vs. open online communities," Small Business Economics, Springer, vol. 62(4), pages 1383-1407, April.
    7. repec:jtr:journl:v:6:y:2013:i:1:p:121-132 is not listed on IDEAS
    8. Hai-hua Hu & Jun Lin & Wen-tian Cui, 2015. "Intervention Strategies and the Diffusion of Collective Behavior," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 18(3), pages 1-16.
    9. Nevena Radoynovska & Brayden G. King, 2019. "To Whom Are You True? Audience Perceptions of Authenticity in Nascent Crowdfunding Ventures," Organization Science, INFORMS, vol. 30(4), pages 781-802, July.
    10. Leif W. Lundmark & Chong Oh & J. Cameron Verhaal, 0. "A little Birdie told me: Social media, organizational legitimacy, and underpricing in initial public offerings," Information Systems Frontiers, Springer, vol. 0, pages 1-16.
    11. Vivianna Fang He & Phanish Puranam & Yash Raj Shrestha & Georg von Krogh, 2020. "Resolving governance disputes in communities: A study of software license decisions," Strategic Management Journal, Wiley Blackwell, vol. 41(10), pages 1837-1868, October.
    12. Wu, Yuanyuan & Liu, Tianjiao & Teng, Lefa & Zhang, Hui & Xie, Chenxin, 2021. "The impact of online review variance of new products on consumer adoption intentions," Journal of Business Research, Elsevier, vol. 136(C), pages 209-218.
    13. Chen, Hong-Yi & Chen, Hsuan-Chi & Lai, Christine W., 2021. "Internet search, fund flows, and fund performance," Journal of Banking & Finance, Elsevier, vol. 129(C).
    14. Rooderkerk, Robert P. & Pauwels, Koen H., 2016. "No Comment?! The Drivers of Reactions to Online Posts in Professional Groups," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 1-15.
    15. Martin, Roman & Wiig Aslesen, Heidi & Grillitsch, Markus & Herstad, Sverre, 2017. "Regional Innovation Systems and Global Flows of Knowledge," Papers in Innovation Studies 2017/7, Lund University, CIRCLE - Centre for Innovation Research.
    16. Park, Jungkun & Hyun, Hyowon & Thavisay, Toulany, 2021. "A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    17. Yearworth, Mike & White, Leroy, 2018. "Spontaneous emergence of Community OR: Self-initiating, self-organising problem structuring mediated by social media," European Journal of Operational Research, Elsevier, vol. 268(3), pages 809-824.
    18. Rana Basu & Prabha Bhola, 2015. "Exploring Quality Management Practices and Its Pattern Analysis in Indian Service SMEs," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(02), pages 199-235, June.

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