Online customer engagement, online communities, and post purchase product outcomes
Smith, Keith Marion
MetadataShow full item record
The recent growth of online customer communication and digital product development and adoption has begun to transform the world economy, as computer technology is increasingly adopted and implemented in households around the globe. Entire industries have been disrupted by the transition to digital goods (and away from physical goods), including books (Kindle, Nook), music (iTunes, Spotify), movies (Netflix, Hulu), software (Apple App Store, Windows Store), and games (Steam, EA Origin). The trend towards digital products and online communication is expected to further accelerate in the future. However, very little is currently understand about how customers consume digital products following purchase, and how they interact with other customers in online venues established to discuss these products. Utilizing online data collection techniques, across a collection of three essays, consumer involvement in the consumption, modification, and promotion of digital products following purchase is investigated. Essay 1 examines digital product consumption, online communities, and digital product features to gain insights on the potential for digital product design to influence post-purchase consumption through social interaction and online community participation. Essay 2 examines digital product post-purchase co-creation to reveal the presence of three different categories of co-creation, as well the factors that differentially affect each group. Finally, Essay 3 examines online community leadership and identifies those customers most likely to introduce new ideas and concepts to the community.