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« Taking an idea where it shouldn't go... | Main | 60 Minutes story on familial searching »
30 March 2007
What is the source of Firm Celebrity Status? A Study of the Relation between Information Exposure and Emotional Responses toward Selected Firms
I just finished revising my current working paper on firm celebrity. The idea of this paper is to examine how information processing within social networks of industry participants (in my case a user community of ski enthusiasts in the U.S. freestyle skiing industry) influences the way these participants relate to firms. Here is the abstract of the paper:
"In this paper, I study the firm celebrity creation process – that is the question of when, how, and why firms gain market popularity. I draw on previous research in this field and examine the sources of firm celebrity. More precisely, I examine how exposure to industry information affects an individual’s perception of a selected firm’s credibility to cope with industry level changes. My empirical data stems from qualitative interviews and a survey of ski enthusiasts in the U.S. freestyle skiing industry. The results show that besides exposure to industry information, exposure to interpersonal information exchange in user communities influences an individual’s emotional response toward a selected firm. This paper contributes to the discussion about the sources of firm celebrity. Avenues for further research in this field are discussed.".
The working paper What is the source of Firm Celebrity Status? can be downloaded on Thomas Langenberg.com.
Posted by Thomas Langenberg at March 30, 2007 7:00 AM
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