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Not radical enough? A netnographic study on corporate conflict management strategies in online communities

Dineva, Denitsa, Breitsohl, Jan and Garrod, Brian 2016. Not radical enough? A netnographic study on corporate conflict management strategies in online communities. Presented at: Academy of Marketing Conference, Northumbria University, Newcastle upon Tyne, England, 4-7 July 2016.

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Abstract

A recent development in the online consumer community literature is the investigation of community conflicts, i.e. hostile consumer-to-consumer interactions within the same community. While existing research has so far concentrated on the antecedents and outcomes of internal conflicts, this study focuses on the question of how such conflicts can be managed. Based on a netnography of 14 firm-hosted communities, we offer a first conceptualisation of corporate conflict management strategies in online consumption communities. In particular, our results reveal five main styles of conflict management strategies: censorship, counter-argument, initiation, laissez-faire, and deferral. By drawing on theories from the management, psychology and communications literature, we compare scholarly recommendations with current practice and provide respective implications for future research.

Item Type: Conference or Workshop Item (Paper)
Status: Unpublished
Schools: Business (Including Economics)
Date of First Compliant Deposit: 21 May 2020
Last Modified: 17 Jun 2020 15:15
URI: http://orca.cf.ac.uk/id/eprint/131874

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