Online Communities and Firm Advantages

Greg Fisher

102 citations0/0 files storedAcademy of Management Review

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Digital Marketing and Social Media Public Relations and Crisis Communication Knowledge Management and Sharing

Abstract

Online communities are an increasingly relevant yet relatively underexamined stakeholder group for firms. I argue that firms may garner distinct competitive advantages from engaging with online communities. Drawing on social capital theory and stakeholder theory, I examine the benefits, tactics, and firm attributes that underlie a positive relationship between firm engagement in an online community and firm performance. In so doing, I develop a theory pertaining to online community advantage, which both accounts for the information, influence, and solidarity benefits that flow to firms from firm engagement in an online community and highlights the firm tactics and attributes associated with the generation of such benefits.

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References

1991Firm Resources and Sustained Competitive Advantage 1988Social Capital in the Creation of Human Capital 1984A resource‐based view of the firm 2010Strategic management a stakeholder approach 1996Toward a knowledge‐based theory of the firm 1995Bowling Alone: America's Declining Social Capital 1998The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage 1997Social Structure and Competition in Interfirm Networks: The Paradox of Embeddedness

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