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


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: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > 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
ISBN: 978-9944-380-10-2
Last Modified: 15 May 2024 07:24
Date Deposited: 27 Feb 2014 03:18
PURE Output Type: Conference contribution
Published Date: 2013
Authors: Sibai, Olivier
Farrell, Andrew (ORCID Profile 0000-0002-5903-3611)
Rudd, John
de Valck, Kristine



Version: Accepted Version

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