This study addresses the underexamined role of online communities as a significant stakeholder group for firms and argues that firms can gain unique competitive advantages through engagement with these communities. Utilizing social capital theory and stakeholder theory, the research explores the benefits, tactics, and firm attributes that contribute to a positive relationship between firm engagement in an online community and firm performance. The study develops a theory of online community advantage, emphasizing the information, influence, and solidarity benefits that firms derive from engaging with online communities, while also highlighting the specific tactics and attributes associated with generating these benefits.
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Fisher, Greg. "Online communities and firm advantages." Academy of Management Review 44.2 (2019): 279-298.
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