We want drama! The effect of online conflict on social capital in online communities of consumption

Sibai, Olivier, Farrell, Andrew, Rudd, John and de Valck, Kristine (2013). We want drama! The effect of online conflict on social capital in online communities of consumption. IN: EMAC 2013 : 42nd annual EMAC conference. Sezgin, Selime; Karaosmanoglu, Elif and Elmadag Bas, Ayse B. (eds) UNSPECIFIED.

Abstract

Online communities (OC) are an expanding social phenomenon gaining increasing interest from marketing practitioners. Community managers thus aim to increase OCs’ social capital. Diversity of individuals interacting in OCs provokes a lot of conflict. However, the influence of online conflict on OCs’ social capital is not clear as research indicates both positive and negative effects. The research aims to explain these contradictory effects by conceptualizing conflict as drama and developing a typology of online conflict. Based on netnographic investigations of a forum, four types of conflicts are thus distinguished depending on valence of emotions and the type of members involved. The research contributes to literature on OC dynamics and is of particular interest for community managers working in any company or organization.

Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Aston Business School > Economics finance & entrepreneurship
Event Title: 42nd EMAC annual conference 2013
Event Type: Other
Event Dates: 2013-06-04 - 2013-06-07
Uncontrolled Keywords: consumer drama theory,conflict,online community
Published Date: 2013
Authors: Sibai, Olivier
Farrell, Andrew ( 0000-0002-5903-3611)
Rudd, John
de Valck, Kristine

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Version: Accepted Version


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