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

Olivier Sibai, Andrew Farrell, John Rudd, Kristine de Valck

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

Abstract

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.
Original languageEnglish
Title of host publicationEMAC 2013 : 42nd annual EMAC conference
Subtitle of host publicationlost in translation
EditorsSelime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Publication statusPublished - 2013
Event42nd EMAC annual conference 2013 - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013

Conference

Conference42nd EMAC annual conference 2013
Abbreviated titleEMAC 2013
CountryTurkey
CityIstanbul
Period4/06/137/06/13
Other42nd annual European Marketing Academy Conference

Keywords

  • consumer drama theory
  • conflict
  • online community

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  • Research Output

    • 4 Conference publication

    Measuring social identity in interfunctional research in marketing

    Dewsnap, B., Farrell, A. & Micevski, M., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

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

    Open Access
    File
  • Relationship fading in business-to-consumer context

    Pokorska, J., Farrell, A., Evanschitzky, H. & Pillai, K., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

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

    Open Access
    File
  • Student morningness-eveningness type and performance: does class timing matter?

    Farrell, A., Sood, A., Dewsnap, B. & Schmitt, J., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).

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

    Open Access
    File
  • Cite this

    Sibai, O., Farrell, A., Rudd, J., & de Valck, K. (2013). We want drama! The effect of online conflict on social capital in online communities of consumption. In S. Sezgin, E. Karaosmanoglu, & A. B. Elmadag Bas (Eds.), EMAC 2013 : 42nd annual EMAC conference: lost in translation