Tracing social influence in responses to strategy change in an online community

Castle, Nicholas W.; Combe, Ian A. and Khusainova, Rushana (2014). Tracing social influence in responses to strategy change in an online community. Journal of Strategic Marketing, 22 (4), pp. 357-375.

Abstract

Interest into the effects of social influence on members of online communities is growing but there is a lack of knowledge about the impact of influential members in online communities on responses to strategy change within the wider community. We explore social influence in responses to strategy change through content analysis of forum posts before and after a change in strategy. Acceptance or non-acceptance of strategy change and subsequent positive and negative behavioural responses online are dependent on individual factors. The details of these behavioural responses to a change in strategy are tabulated and included in a conceptual model to inform decision-makers. Strategy change precipitates a reduction in social influence effects. Non-acceptance of strategy change is associated with competitor advertisement, inflammatory behaviour, offensive behaviour and complaints. This negative behaviour has important ramifications for acceptance of strategy change within the wider community and impacts on the viability of setting up online forums.

Publication DOI: https://doi.org/10.1080/0965254X.2013.876081
Divisions: Aston Business School > Marketing & strategy research group
Aston Business School > Marketing & strategy
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Additional Information: This is an Author's Original Manuscript of an article published by Taylor & Francis Group in Journal of strategic marketing on (2014), available online: http://www.tandfonline.com/10.1080/0965254X.2013.876081
Uncontrolled Keywords: content analysis,internet forums,market research,online communities,social influence,social networks,Marketing,Strategy and Management
Published Date: 2014

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