Document Type
Article
Publication Date
2-1-2015
Abstract
The Internet has disrupted a company's traditional control over the communication they use to create positive affect. The compilation of reviewer posts plays a leading role in constructing a company's overall brand sentiment. What is less well understood is how companies can affect a positive post. The objective in this study was to develop a framework that demonstrates how customers and organizations interact online; as well as investigate the on-line interaction and the positive affect it generates. Using a structured equation model, we formulated hypothesis then tested that two distinct mechanisms work together to underpin the creation of a company's online positive affect: online co-creation and cognitive play between companies and their potential customers. We confirmed that organizations that co-create with their customers and playful are being rewarded with positive affect. In fact, by adding cognitive play to their online interactions, organizations doubled the positive affect expressed by their customers. We discuss the important findings that emerge from this study and suggest directions for additional research.
Keywords
internet communication, consumer behavior, online reviews, Weatherhead School of Management, online post, cognitive play, online reviews, co-creation, positive affect
Rights
© The Author(s). Kelvin Smith Library provides access for non-commercial, personal, or research use only. All other use, including but not limited to commercial or scholarly reproductions, redistribution, publication or transmission, whether by electronic means or otherwise, without prior written permission is strictly prohibited.
Department/Center
Design & Innovation
Recommended Citation
Paolillo, William J., "Creating Customer Love: How Organizations Can Engender Positive Affect, in Online Product-Centered Communities" (2015). Student Scholarship. 150.
https://commons.case.edu/studentworks/150