Orchestrating firm sponsored communities of interest: A critical realist case study

Diah Priharsari, Babak Abedin, Emmanuel Mastio

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

The growth of social media enables firms to co-create value with customers in online communities. The lack of authority of the sponsoring firm in online communities brings questions on how to orchestrate all members of the online community. The extant literature is unsettled about whether sponsoring online communities by firms are worthwhile, and what shapes value co-creation in these communities. Through a critical realist case study, we examined a firm sponsored community of interest in Indonesia. We found that the sponsoring firm should play roles as a co-creator and as a facilitator and switch between them to navigate a community of interest. This study contributes to current knowledge: (i) we propose three mechanisms in the community of interest and how those can be conditioned by the firm roles when orchestrating communities of interest; (ii) we provide an example of a critical realist case study in the field of information systems.

Original languageEnglish
Title of host publicationPACIS 2019 - Secure ICT Platform for the 4th Industrial Revolution
Subtitle of host publicationProceedings of the 23rd Pacific Asia Conference on Information Systems
EditorsDongming Xu, James Jiang, Hee-Woong Kim
Place of PublicationXian, China
PublisherAssociation for Information Systems
Number of pages14
Publication statusPublished - 2019
Externally publishedYes
Event23rd Pacific-Asia Conference on Information Systems, PACIS 2019 - Xi'an, China
Duration: 8 Jul 201912 Jul 2019

Conference

Conference23rd Pacific-Asia Conference on Information Systems, PACIS 2019
CountryChina
CityXi'an
Period8/07/1912/07/19

Keywords

  • Co-creation
  • Critical realism
  • Firm online sponsored communities
  • Value co-creation

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