Strategies for online communities
Strategic Management JournalPublished 10 November 2008
Kent D. Miller, Frances Fabian, Shu‐Jou Lin
Citations230
SJR quartileQ1
SJR score10.18
SNIP3.84
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TL;DR
A simulation model is developed to illustrate how demand evolves as a function of interpersonal communication and a firm's chosen strategy and points to some key parameters informing firms' strategies when social learning processes shape demand.
Abstract
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.
Keywords
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