Strategies for online communities

Kent D. Miller, Frances Fabian, Shu Jou Lin

研究成果: 雜誌貢獻期刊論文同行評審

117 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
頁(從 - 到)305-322
頁數18
期刊Strategic Management Journal
30
發行號3
DOIs
出版狀態已發佈 - 2009 三月 1

ASJC Scopus subject areas

  • 商業與國際管理
  • 策略與管理

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