It is clear that customer-to-customer contact through much more formal business and informal social networking -sponsored platforms, including discussion forums, is an increasingly integral component in building brand communities. Nevertheless, there are also hazards inherent in these largely unregulated communities, like the potential damage of widely spread adverse information, which may be based on malicious intention or on fact.
Let Them Talk Managing Primary and Extended Online Brand Communities for Success Case Study Solution
We summarize the outcomes of several years of research examining these communities in an attempt to understand why they succeed, what advantages could be pulled from them, and-in particular- adverse info emerging in these environments may 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 blends of community players who must collaborate to attain such success. Delving more deeply into the matter of negative information management, we find the matter being discussed (i.e., center versus augmented product) and the validity of the claim substantially impact a company's appropriate tactical result. Throughout this informative article, we offer managerial guidance on the best ways to come up with primary brand communities that encourage purchases commitment, and favorable word of mouth.
PUBLICATION DATE: September 15, 2012 PRODUCT #: BH491-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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