Learning how to respond to anti-branding communities : Designing a dilemma-based serious game for online marketing management
conference paper
Numerous examples have shown that mass participation in online anti-branding communities can affect marketing managers’ decisions by forcing firms to change their behaviour. Prior research has shown that incorrect responses can worsen reputational damage. This paper presents a new method to train and research marketing managers’ behaviour with respect to online communities, deploying a dilemma-based serious game. It has been developed through research into effective strategies for handling online anti-branding communities, including activism. In the serious game, players are presented with five dilemmas in an online activism scenario and asked to choose between alternatives for handling the situation. An explorative study of the approach indicates that the serious game facilitates the learning process, improving participants’ understanding of the issues involved in handling online activism.
TNO Identifier
471259
Source title
Proceedings to be presented at the EMAC conference, June 4-7, 2013, Istanbul, Turkey
Collation
7 p.