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 contribution

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

Fingerprint

Online communities
Drama
Social capital
Managers
Emotion
Marketing
Valence

Keywords

  • consumer drama theory
  • conflict
  • online community

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
Sibai, Olivier ; Farrell, Andrew ; Rudd, John ; de Valck, Kristine. / We want drama! The effect of online conflict on social capital in online communities of consumption. EMAC 2013 : 42nd annual EMAC conference: lost in translation. editor / Selime Sezgin ; Elif Karaosmanoglu ; Ayse B. Elmadag Bas. 2013.
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title = "We want drama! The effect of online conflict on social capital in online communities of consumption",
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.",
keywords = "consumer drama theory, conflict, online community",
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isbn = "978-9944-380-10-2",
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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 & AB Elmadag Bas (eds), EMAC 2013 : 42nd annual EMAC conference: lost in translation. 42nd EMAC annual conference 2013, Istanbul, Turkey, 4/06/13.

We want drama! The effect of online conflict on social capital in online communities of consumption. / Sibai, Olivier; Farrell, Andrew; Rudd, John; de Valck, Kristine.

EMAC 2013 : 42nd annual EMAC conference: lost in translation. ed. / Selime Sezgin; Elif Karaosmanoglu; Ayse B. Elmadag Bas. 2013.

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

TY - GEN

T1 - We want drama! The effect of online conflict on social capital in online communities of consumption

AU - Sibai, Olivier

AU - Farrell, Andrew

AU - Rudd, John

AU - de Valck, Kristine

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - consumer drama theory

KW - conflict

KW - online community

M3 - Conference contribution

SN - 978-9944-380-10-2

BT - EMAC 2013 : 42nd annual EMAC conference

A2 - Sezgin, Selime

A2 - Karaosmanoglu, Elif

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