Seeds of change: Substance and influence in brand communities

Sung Won Kim, Shaila Miranda

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Corporations use social media to build online communities, in order to create and maintain product loyalty and source new product ideas. Community members discuss the corporation's products, services, or practices. Topics range from suggestions for products, enhancements, or services. Users communicate their grievances to each other and the company, hoping to garner support and change. Posted messages contain not only the substance of their claims, but also cognitive and affective influence tactics. How do these embedded influence tactics mitigate the efficacy of claims in persuading others to support the burgeoning movement? Results provide partial support for the model developed, indicating that (1) efficacy of claims on community comments was negatively moderated by negative affect and assertiveness; (2) efficacy of claims on points awarded by community members was positively moderated by rational persuasion; (3) efficacy of claims on comments by corporate employees was positively moderated by rational persuasion.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems 2011, ICIS 2011
Pages1207-1222
Number of pages16
StatePublished - Dec 1 2011
Externally publishedYes
Event32nd International Conference on Information System 2011, ICIS 2011 - Shanghai, China
Duration: Dec 4 2011Dec 7 2011

Publication series

NameInternational Conference on Information Systems 2011, ICIS 2011
Volume2

Other

Other32nd International Conference on Information System 2011, ICIS 2011
CountryChina
CityShanghai
Period12/4/1112/7/11

Keywords

  • Brand communities
  • Computer-mediated communication
  • Influence
  • Social movements

ASJC Scopus subject areas

  • Information Systems

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