Advanced Search
MyIDEAS: Login to save this article or follow this journal

Let them talk! Managing primary and extended online brand communities for success

Contents:

Author Info

  • Noble, Charles H.
  • Noble, Stephanie M.
  • Adjei, Mavis T.
Registered author(s):

    Abstract

    It is clear that customer-to-customer contact through informal social networking and more formal company-sponsored platforms, such as discussion forums, is an increasingly integral element in building brand communities. There are many benefits to this interaction, such as nurturing brand champions and ‘super users,’ and reduced service costs through customer-to-customer solutions for product problems. However, there are also hazards inherent in these largely unregulated communities, such as the potential damage of widely spread negative information, which may be based on fact or on malicious intent. Herein, we summarize the results of several years of research examining these communities in an attempt to understand why they succeed, what benefits can be extracted from them, and—in particular—how negative information emerging in these environments can be strategically managed. Based on a series of quantitative and qualitative studies, we identified several key drivers of online brand community success (i.e., intervention, conversion, value creation, and harvesting) and the different combinations of community players who must collaborate to achieve such success. Delving more deeply into the issue of negative information management, we find that the topic being discussed (i.e., core versus augmented product) and the validity of the claim greatly influence a firm's appropriate strategic response. Throughout this article, we offer managerial guidance on the most effective ways to develop primary brand communities that encourage loyalty, purchases, and positive word of mouth.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.sciencedirect.com/science/article/pii/S0007681312000663
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 55 (2012)
    Issue (Month): 5 ()
    Pages: 475-483

    as in new window
    Handle: RePEc:eee:bushor:v:55:y:2012:i:5:p:475-483

    Contact details of provider:
    Web page: http://www.elsevier.com/locate/bushor

    Related research

    Keywords: Online brand communities; Netnography; Negative word of mouth; Service recovery; Tweeting; Blogging; Customer-to-customer communication; Social networking sites; Relationship-building; Loyalty;

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, Elsevier, vol. 53(1), pages 59-68, January.
    2. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 33(2), pages 220-230, 07.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:55:y:2012:i:5:p:475-483. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.