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

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/Published conference output › Conference 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 language	English
Title of host publication	EMAC 2013 : 42nd annual EMAC conference
Subtitle of host publication	lost in translation
Editors	Selime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Publication status	Published - 2013
Event	42nd EMAC annual conference 2013 - Istanbul, Turkey Duration: 4 Jun 2013 → 7 Jun 2013

Conference

Conference	42nd EMAC annual conference 2013
Abbreviated title	EMAC 2013
Country/Territory	Turkey
City	Istanbul
Period	4/06/13 → 7/06/13
Other	42nd annual European Marketing Academy Conference

Keywords

consumer drama theory
conflict
online community

Access to Document

The effect of online conflict on social capital in online communities of consumptionAccepted author manuscript, 515 KB

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/Published conference output › Conference 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/Published conference output › Conference 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/Published conference output › Conference publication

Open Access
File

Cite this

@inproceedings{53ee1aafe55d443d8cf5de86935e6770,

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{\textquoteright} social capital. Diversity of individuals interacting in OCs provokes a lot of conflict. However, the influence of online conflict on OCs{\textquoteright} 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",

author = "Olivier Sibai and Andrew Farrell and John Rudd and {de Valck}, Kristine",

year = "2013",

language = "English",

isbn = "978-9944-380-10-2",

editor = "Selime Sezgin and Elif Karaosmanoglu and {Elmadag Bas}, {Ayse B.}",

booktitle = "EMAC 2013 : 42nd annual EMAC conference",

note = "42nd EMAC annual conference 2013, EMAC 2013 ; Conference date: 04-06-2013 Through 07-06-2013",

}

We want drama! The effect of online conflict on social capital in online communities of consumption. / Sibai, Olivier; Farrell, Andrew; Rudd, John et al.
EMAC 2013 : 42nd annual EMAC conference: lost in translation. ed. / Selime Sezgin; Elif Karaosmanoglu; Ayse B. Elmadag Bas. 2013.

Research output: Chapter in Book/Published conference output › Conference publication

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 publication

SN - 978-9944-380-10-2

BT - EMAC 2013 : 42nd annual EMAC conference

A2 - Sezgin, Selime

A2 - Karaosmanoglu, Elif

A2 - Elmadag Bas, Ayse B.

T2 - 42nd EMAC annual conference 2013

Y2 - 4 June 2013 through 7 June 2013

ER -

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

Abstract

Conference

Keywords

Access to Document

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Research output

Measuring social identity in interfunctional research in marketing

Relationship fading in business-to-consumer context

Student morningness-eveningness type and performance: does class timing matter?

Cite this