Strategies for online communities
研究企业参与在线社区以提升产品需求，通过理论分析和仿真模型展示人际沟通与企业策略如何影响需求演化，为企业制定社区策略提供关键参数。
Abstract This study examines the participation of firms in online communities as a means to enhance demand for their products. We begin with theoretical arguments and then develop a simulation model to illustrate how demand evolves as a function of interpersonal communication and a firm's chosen strategy. In this model, the firm's strategy involves allocating advocates who promote its product in online communities. Our model results point to some key parameters informing firms' strategies when social learning processes shape demand. Copyright © 2008 John Wiley & Sons, Ltd.