Research

Kim, S. W. and S. M. Miranda (2011). “Seeds of Change: Substance and Inflluence in Brand Communities”International Conference on Information Systems, December 4-7, 2011, Shanghai, China. PDF

Abstract: Corporations use social media to build online communities, in order to create and maintain product loyalty and source new product ideas. Community members discuss the corporation’s products, services, or practices. Topics range from suggestions for products, enhancements, or services. Users communicate their grievances to each other and the company, hoping to garner support and change. Posted messages contain not only the substance of their claims, but also cognitive and affective influence tactics. How do these embedded influence tactics mitigate the efficacy of claims in persuading others to support the burgeoning movement? Results provide partial support for the model developed, indicating that (1) efficacy of claims on community comments was negatively moderated by negative affect and assertiveness; (2) efficacy of claims on points awarded by community members was positively moderated by rational persuasion; (3) efficacy of claims on comments by corporate employees was positively moderated by rational persuasion.

Kim, S. W. and S. M. Miranda (2011). “A Call to Arms: A Social Movments Perspective in ‘Issue’ Surfacing on Social Media”, Academy of Management Best Paper Proceedings, San Antonio, TX. PDF

Abstract: The objective of this paper is to present a preliminary model of the emergence of an “issue”, initiated by the thought of an individual, communicated via the internet, modified and embraced by new participants, and surfaced into the social consciousness of a large number of people ready to mobilize resources to enact change within their environment. We develop a theory that attempts to understand how a single message, floating in the Sargasso Sea of information, evolves into a movement that demands a particular type of response from private citizens, corporate entities, or governments. The focus of this model is therefore on how an “issue” comes to be surfaced. The domain of this study is any web-enabled technology that allows masses of individuals to communicate with each other through text based messages. Key elements of the emergent model include program, identity, and standing claims articulated within messages and the valence, richness and reach of responses to the messages. We briefly consider subsequent consequences of “issue” surfacing for resource mobilization.