Strategies for online communities

Kent D. Miller, Frances Fabian, Shu Jou Lin

Research output: Contribution to journalArticlepeer-review

152 Citations (Scopus)


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 languageEnglish
Pages (from-to)305-322
Number of pages18
JournalStrategic Management Journal
Issue number3
Publication statusPublished - 2009 Mar
Externally publishedYes


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

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management


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