Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42672
Title: An empirical study of customer contribution in online brand communities for innovation
Authors: Li, M.
Kim, S.H. 
Keywords: Customer contribution
Dell ideastorm
Group size
Interest concentration
Online brand innovation communities
Social network site
Tenure
Issue Date: 2010
Source: Li, M.,Kim, S.H. (2010). An empirical study of customer contribution in online brand communities for innovation. ICIS 2010 Proceedings - Thirty First International Conference on Information Systems. ScholarBank@NUS Repository.
Abstract: Recent years have witnessed the emergence of online brand communities for innovation, whereby customers can contribute their innovation ideas to the companies. The central issues for managers who are interested in harnessing this new form of community include determining which customers may contribute more innovation ideas and understanding how they can further promote customers' contributions. Using the resource-based theory of social structure, we propose hypotheses on the factors that influence customer's contribution of innovation ideas, such as active group size, tenure in the community, connection to social network site (SNS), and interest concentration. Our findings from a preliminary analysis of panel data suggest that active group size and tenure in the community have a negative effect on customer's likelihood of making a contribution while connection to SNS and interest concentration encourage a higher likelihood of contribution. The managerial implications and future directions of the study are discussed.
Source Title: ICIS 2010 Proceedings - Thirty First International Conference on Information Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/42672
ISBN: 9780615418988
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

45
checked on Dec 9, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.