Identity and Self-Verification

Michael Fisher, Martin Abbott and Kalle Lyytinen

Chapter 5 in The Power of Customer Misbehavior, 2014, pp 68-81 from Palgrave Macmillan

Abstract: Abstract It was early 2012. We were just finishing up our second round of quantitative analysis on what ultimately became the research foundation for this book. We sat down with one of our clients, Intuit, to help them with a project. This particular group within Intuit developed a platform called Live Community that allowed individuals to interact as a community around one of Intuit’s largest products, TurboTax Online. Live Community allows users to communicate with one another by asking questions, posting answers, and rating the value of the answers posted to any specific question. The topic of our meeting was completely unrelated to our research, but the Intuit Live Community team mentioned during our conversation something that we just couldn’t ignore.

Keywords: Cell Phone; Social Networking Site; Question Answerer; Viral Growth; Live Community (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34892-0_6

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DOI: 10.1057/9781137348920_6

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