Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community
[PUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the 2012 SSRN precursor abstract, doi:10.2139/ssrn.1984350, also read in full at Crossref. FULL TEXT NOT READ: the SSRN landing page returned an empty body and the Universidad Carlos III seminar PDF listed by OpenAlex as a submitted version returned an empty body] Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2015). 'Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community.' Marketing Science, 34(3), 367-387. doi:10.1287/mksc.2014.0890. the field's best positive result and the source most often misused. The framing, in their words: 'Many firms operate customer communities online. This is motivated by the belief that customers who join the community become more engaged with the firm and/or its products, and as a result, increase their economic activity with the firm. We describe this potential economic benefit as social dollars.' The data come from 'a multichannel entertainment products retailer that launched a customer community online'. The headline: 'We find a significant increase in customer expenditures attributable to customers joining the firm's community.' THEN THE SENTENCE THE TRADE NEVER QUOTES: 'While self-selection is a concern with field data, we rule out multiple alternative explanations.' Social dollars 'persist over the time period observed and arose primarily in the online channel'. THE MECHANISM FINDINGS, which are the paper's real contribution and better than its headline: 'Our results reveal that posters (versus lurkers) of community content and those with more (versus fewer) social ties in the community generated more (fewer) social dollars. We found a null effect for our measure of the informational advantage expected to accrue to products that differentially benefit from content posted by like-minded community members. This
[PUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the 2012 SSRN precursor abstract, doi:10.2139/ssrn.1984350, also read in full at Crossref. FULL TEXT NOT READ: the SSRN landing page returned an empty body and the Universidad Carlos III seminar PDF listed by OpenAlex as a submitted version returned an empty body] Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2015). 'Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community.' Marketing Science, 34(3), 367-387. doi:10.1287/mksc.2014.0890. the field's best positive result and the source most often misused. The framing, in their words: 'Many firms operate customer communities online. This is motivated by the belief that customers who join the community become more engaged with the firm and/or its products, and as a result, increase their economic activity with the firm. We describe this potential economic benefit as social dollars.' The data come from 'a multichannel entertainment products retailer that launched a customer community online'. The headline: 'We find a significant increase in customer expenditures attributable to customers joining the firm's community.' THEN THE SENTENCE THE TRADE NEVER QUOTES: 'While self-selection is a concern with field data, we rule out multiple alternative explanations.' Social dollars 'persist over the time period observed and arose primarily in the online channel'. THE MECHANISM FINDINGS, which are the paper's real contribution and better than its headline: 'Our results reveal that posters (versus lurkers) of community content and those with more (versus fewer) social ties in the community generated more (fewer) social dollars. We found a null effect for our measure of the informational advantage expected to accrue to products that differentially benefit from content posted by like-minded community members. This
Written from the pUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the 2012 SSRN precursor abstract, doi:10.2139/ssrn.1984350, also read in full at Crossref. FULL TEXT NOT READ: the SSRN landing page returned an empty body and the Universidad Carlos III seminar PDF listed by OpenAlex as a submitted version returned an empty body.
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Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2015). Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community. Marketing Science, 34(3), 367-387. doi:10.1287/mksc.2014.0890