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The Consumer Matters is the blog of Leslie Grandy, aka Gearhead Gal.  My passion is creating and delivering compelling products that delight customers through simple and elegant user experience design.

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Thursday
Apr122012

A Big Payoff from Online Company Communities  

DateThursday, April 12, 2012 at 2:03PM

Membership engages customers, who spend more across the board.

Title: Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Community

Authors: Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah (all University of Michigan)

Publisher: Ross School of Business Working Paper

Date Published: January 2012

Studies show that consumers are spending more of their leisure time online, and U.S. marketers are flocking to third-party social networks such as Facebook and Twitter to reach them. But companies as diverse as Amazon, Buy.com, Disney, IKEA, Kraft Foods, Lego, and Procter & Gamble are also making major investments to build their own consumer-centered online communities. According to a 2011 survey, nearly half of the top 100 global brands host some kind of network.  Read the full report.

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