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Social Control in Online Communities of Consumption: A Framework for Community Management

Author

Listed:
  • Olivier Sibai

    (Birkbeck College [University of London])

  • Kristine de Valck

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Andrew M. Farrell

    (Aston Business School - Aston University [Birmingham])

  • John M. Rudd

    (Aston Business School - Aston University [Birmingham])

Abstract

Online communities of consumption (OCCs) represent highly diverse groups of consumers whose interests are not always aligned. Social control in OCCs aims to effectively manage problems arising from this heterogeneity. Extant literature on social control in OCCs is fragmented as some studies focus on the principles of social control, while others focus on the implementation. Moreover, the domain is undertheorized. This article integrates the disparate literature on social control in OCCs providing a first unified conceptualization of the topic. The authors conceptualize social control as a system, or configuration, of moderation practices. Moderation practices are executed during interactions operating under different governance structures (market, hierarchy, and clan) and serving different purposes (interaction initiation, maintenance, and termination). From this conceptualization, important areas of future research emerge and research questions are developed. The framework also serves as a community management tool for OCC managers, enabling the diagnosis of social control problems and the elaboration of strategies and tactics to address them.

Suggested Citation

  • Olivier Sibai & Kristine de Valck & Andrew M. Farrell & John M. Rudd, 2015. "Social Control in Online Communities of Consumption: A Framework for Community Management," Post-Print hal-01147667, HAL.
    • Handle: RePEc:hal:journl:hal-01147667
    DOI: 10.1002/mar.20778
    as

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    Citations

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    Cited by:

    1. Debaere, Steven & Coussement, Kristof & De Ruyck, Tom, 2018. "Multi-label classification of member participation in online innovation communities," European Journal of Operational Research, Elsevier, vol. 270(2), pages 761-774.
    2. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    3. Hartl, Barbara & Hofmann, Eva & Kirchler, Erich, 2016. "Do we need rules for “what's mine is yours”? Governance in collaborative consumption communities," Journal of Business Research, Elsevier, vol. 69(8), pages 2756-2763.
    4. Zhang, Yaomin & Pinkse, Jonatan & McMeekin, Andrew, 2020. "The governance practices of sharing platforms: Unpacking the interplay between social bonds and economic transactions," Technological Forecasting and Social Change, Elsevier, vol. 158(C).
    5. Dineva, Denitsa & Breitsohl, Jan & Garrod, Brian & Megicks, Philip, 2020. "Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 118-136.

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