Miller, Kent D., Frances Fabian, and Shu‐Jou Lin. "Strategies for online communities." Strategic management journal 30.3 (2009): 305-322.

This study investigates the role of firms in online communities to boost the demand for their products. It starts with theoretical explanations and proceeds to create a simulation model that demonstrates how demand changes based on interpersonal communication and the strategies adopted by firms. The model specifically focuses on the allocation of advocates by firms to promote their products within online communities. The study's findings highlight crucial parameters that influence firms' strategies when demand is influenced by social learning processes.