The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.
Strategies for online communities
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.
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Cites
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Burt, R. S. (1992) · doi:10.4159/9780674029095 · Cited by 9,093
Possessions and the Extended Self
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The Effect of Word of Mouth on Sales: Online Book Reviews
Chevalier, J. A., & Mayzlin, D. (2006) · Journal of Marketing Research · doi:10.1509/jmkr.43.3.345 · Cited by 6,003
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10073 · Cited by 5,916
Free competition and the optimal amount of fraud
Darby, M. R., & Karni, E. (1973) · The Journal of Law and Economics · doi:10.1086/466756 · Cited by 3,947 · cited 1×
“It may also indicate risk aversion, to the extent that the desirability of untried products is difficult to assess—due to unclear product qualities (Darby and Karni, 1973) or uncertainty about one’s own tastes (March, 1978).”
BackgroundUsing Online Conversations to Study Word-of-Mouth Communication
Godes, D., & Mayzlin, D. (2004) · Marketing Science · doi:10.1287/mksc.1040.0071 · Cited by 2,601
Networks, Dynamics, and the Small‐World Phenomenon
Watts, D. J. (1999) · American Journal of Sociology · doi:10.1086/210318 · Cited by 1,510
Computer Networks As Social Networks
Wellman, B. (2001) · Science · doi:10.1126/science.1065547 · Cited by 918
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Crowdfunding: Tapping the right crowd
Belleflamme, P., Lambert, T., & Schwienbacher, A. (2014) · Journal of Business Venturing · doi:10.1016/j.jbusvent.2013.07.003 · Cited by 2,690
Kim, A. J., & Ko, E. (2010) · Journal of Global Fashion Marketing · doi:10.1080/20932685.2010.10593068 · Cited by 718
The Effect of Online Consumer Reviews on New Product Sales
Cui, G., Lui, H.-K., & Guo, X. (2012) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415170102 · Cited by 620
Characterizing Value as an Experience: Implications for Service Researchers and Managers
Helkkula, A., Kelleher, C., & Pihlström, M. (2012) · Journal of Service Research · doi:10.1177/1094670511426897 · Cited by 605
Posey, C., Lowry, P. B., Roberts, T. L., & Ellis, T. S. (2010) · European Journal of Information Systems · doi:10.1057/ejis.2010.15 · Cited by 417
Metadata
- Authors
- Miller, K. D., Fabian, F., & Lin, S.
- Venue
- Strategic Management Journal
- Publisher
- Wiley
- Published
- 2008-11-10
- Volume
- 30
- Issue
- 3
- Pages
- 305-322
- ISSN
- 0143-2095 (ISSN-L)
- 1097-0266
- OpenAlex
- W2158005561
- Cited by
- 229
- References
- 10
- FWCI
- 37.17
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
