Measuring and Managing Consumer Sentiment in an Online Community Environment
Measuring and Managing Consumer Sentiment in an Online Community Environment
复制标题
DOI：
10.1509/jmr.11.0448
复制
发表时间：
2015-09
影响因子：
6.1
通讯作者：
Christian Homburg;Laura Ehm;M. Artz
中科院分区：
文献类型：
--
作者：
Christian Homburg;Laura Ehm;M. Artz
随着社交媒体和虚拟社区越来越受欢迎，口碑的传播变得更加容易，这就要求企业衡量和管理在线社区环境中营销举措的成功。本研究探讨消费者如何反应企业的积极参与消费者对消费者的对话在网上社区设置。作者开发了一个量身定制的社区匹配的消费者反应（消费者情绪）的衡量标准，并分析了来自10个在线论坛的115，000多个消费者帖子，这些论坛都有积极的公司参与。结果表明，消费者表现出积极的企业参与，这在非常高的水平，可以破坏消费者的情绪递减。按对话类型进一步进行的分组分析表明，这些关系适用于满足消费者功能需求的对话，但不适用于满足社交需求的对话。最后，结果显示，对于主要对产品相关支持感兴趣的消费者，公司参与的回报递减，但对于主要对灵感和娱乐感兴趣的消费者，没有显示出任何关系。这些发现为在线社区的营销绩效衡量和资源分配提供了见解。
As social media and virtual communities increase in popularity, the spread of word of mouth becomes easier, challenging firms to measure and manage the success of marketing initiatives in online community environments. This research examines how consumers react to firms' active participation in consumer-to-consumer conversations in an online community setting. The authors develop a tailored community-matched measure of consumer reaction (consumer sentiment) and analyze more than 115,000 consumer posts from ten online forums with active firm participation. The results indicate that consumers show diminishing returns to active firm engagement, which, at very high levels, can undermine consumer sentiment. Further subgroup analyses by conversation type indicate that these relationships hold for conversations that address consumers' functional needs but do not hold for conversations that address social needs. Finally, the results show diminishing returns to firm engagement for consumers primarily interested in product-related support but show no relationship for consumers primarily interested in inspiration and entertainment. These findings provide insights for marketing performance measurement and resource allocation in online communities.