STRATEGIES FOR ONLINE COMMUNITIES

被引：101

作者：

Miller, Kent D. ^{[1
]}

Fabian, Frances ^{[2
]}

Lin, Shu-Jou ^{[3
]}

机构：

[1] Michigan State Univ, Eli Broad Grad Sch Management, E Lansing, MI 48824 USA

[2] Univ Memphis, Fogelman Coll Business & Econ, Memphis, TN 38152 USA

[3] Chang Gung Univ, Dept Business Adm, Tao Yuan, Taiwan

来源：

STRATEGIC MANAGEMENT JOURNAL | 2009年 / 30卷 / 03期

关键词：

online communities; demand; social learning processes; preference formations; threshold effects; computer simulation; WORD-OF-MOUTH; BOUNDED RATIONALITY; THRESHOLD MODELS; SOCIAL NETWORKS; CONSUMERS; INTERNET; MARKET; INDIVIDUALS; COOPERATION; MANAGEMENT;

D O I：

10.1002/smj.735

中图分类号：

F [经济];

学科分类号：

02 ;

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.

引用

页码：305 / 322

页数：18

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