“Friends and followers”: the social organisation of firms’ online communities

Ad van Iterson; Johanna Richter

doi:10.1007/978-3-319-51571-7

“Friends and followers”: the social organisation of firms’ online communities

Ad van Iterson, Johanna Richter

Organisation,Strategy & Entrepreneurship

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic

Abstract

Business managers are recognising the potential of firm-initiated online communities to monitor user preferences, enhance brand awareness, advertise new products, and react to feedback. We explore the social organisation of such virtual communities via in-depth interviews with German online community managers about their daily work and their self-presentation. Norbert Elias's insights into long-term changes in self-constraint and self-expression in occidental societies serve as heuristic framework. We argue that online community managers' behaviour is typical of the trend towards informalisation, which can also be observed in for-profit relations.

Original language	English
Title of host publication	The Social Organisation of Marketing
Subtitle of host publication	A Figurational Approach to People, Organisations, and Markets
Editors	John Connolly, Paddy Dolan
Place of Publication	London
Publisher	Palgrave
Pages	171-192
ISBN (Print)	978-3-319-51570-0
DOIs	https://doi.org/10.1007/978-3-319-51571-7
Publication status	Published - 2017

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10.1007/978-3-319-51571-7

https://link.springer.com/book/10.1007/978-3-319-51571-7

Cite this

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abstract = "Business managers are recognising the potential of firm-initiated online communities to monitor user preferences, enhance brand awareness, advertise new products, and react to feedback. We explore the social organisation of such virtual communities via in-depth interviews with German online community managers about their daily work and their self-presentation. Norbert Elias's insights into long-term changes in self-constraint and self-expression in occidental societies serve as heuristic framework. We argue that online community managers' behaviour is typical of the trend towards informalisation, which can also be observed in for-profit relations.",

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“Friends and followers”: the social organisation of firms’ online communities. / van Iterson, Ad; Richter, Johanna.
The Social Organisation of Marketing: A Figurational Approach to People, Organisations, and Markets. ed. / John Connolly; Paddy Dolan. London: Palgrave, 2017. p. 171-192.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic

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AB - Business managers are recognising the potential of firm-initiated online communities to monitor user preferences, enhance brand awareness, advertise new products, and react to feedback. We explore the social organisation of such virtual communities via in-depth interviews with German online community managers about their daily work and their self-presentation. Norbert Elias's insights into long-term changes in self-constraint and self-expression in occidental societies serve as heuristic framework. We argue that online community managers' behaviour is typical of the trend towards informalisation, which can also be observed in for-profit relations.

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BT - The Social Organisation of Marketing

A2 - Connolly, John

A2 - Dolan, Paddy

PB - Palgrave

CY - London

ER -

“Friends and followers”: the social organisation of firms’ online communities

Abstract

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