STRATEGIES FOR ONLINE COMMUNITIES

• 成果类型: Article
• 署名作者: Miller, Kent D.; Fabian, Frances; Lin, Shu-Jou
• 署名单位: Michigan State University; Michigan State University's Broad College of Business; University of Memphis; Chang Gung University
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.735
• 发表日期: 2009
• 页码: 305-322
• 关键词: online communities; demand; social learning processes; preference formations; threshold effects; computer simulation

摘要

This study examines the participation of firms in online communities as a means to enhance demand 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 (C) 2008 John Wiley & Sons, Ltd.