Online Community Value Co-creation

2020 ◽  
Vol 44 (3) ◽  
pp. 645-669
Author(s):  
Haili Pan
Keyword(s):  
Value Creation ◽  
Online Communities ◽  
Online Community ◽  
Corporate Strategy ◽  
Social Strategies ◽  
Electronic Communications ◽  
Content Type ◽  
Economic Strategies ◽  
Interaction Strategy ◽  
The Impact

PurposeMany companies strengthen their interaction with consumers by establishing online communities and bring convenience to value co-creation with consumers. Some companies use economic and social strategies to stimulate consumer value creation. However, the way to increase the effectiveness of such corporate strategies remains unclear. To address this challenge, this study investigates the impact patterns of economic and social strategies that influence consumers' value co-creation behaviour in firm-hosted online communities (FOCs). Moreover, the effective conditions for the value co-creation of the two strategies are explored.Design/methodology/approachData from an FOC were collected for electronic communications products. A total of 1,305 second-hand data records on value co-creation activities were obtained. Then, an econometric model was built and Stata14.0 software was used for data analysis.FindingsThe effect of economic interaction strategy on the value co-creation in online communities is an inverted U-shaped model, and that of social interaction strategy is relatively stable and is not an inverted U-shaped model. Value creation initiatives introduced by enterprise personnel adopt economic strategies to improve effectiveness. On the contrary, value co-creation activities initiated by consumers use social strategies for the same purpose. Economic strategies are effective for large teams, whereas social strategies may lead to a “free rider” mentality.Research limitations/implicationsThis study finds two important factors affecting the value co-creation in FOCs and their effective boundaries. However, other factors may also affect the online community value co-creation. Future research can further explore the intrinsic mechanisms of these strategies for value co-creation.Practical implicationsThis article mainly discusses the influence of stimulation strategies on the value co-creation in an actual company community and exhibits good practical significance for the value co-creation activity and management in online communities. Firstly, corporate strategy is effective in communities, but this strategy requires proper control. Secondly, the company strategy must consider appropriate application conditions.Originality/valueThis study deepens the understanding of the impact of economic and social strategies on the value co-creation in FOCs and the effective boundaries of these impact patterns.

The impact of interdependence on behavioral engagement in online communities

2020 ◽  
Vol 38 (4) ◽  
pp. 417-431 ◽  
Author(s):  
Xiaodan Zhang ◽  
Yanping Gong ◽  
Luluo Peng
Keyword(s):  
Collective Efficacy ◽  
Online Communities ◽  
Online Community ◽  
Task Complexity ◽  
Group Structure ◽  
Behavioral Engagement ◽  
Content Type ◽  
Outcome Interdependence ◽  
The Impact ◽  
The Relationship

PurposeOnline communities are increasingly important for organizations and marketers. However, the issue of how structural features of online communities affect consumers' behavioral engagement remains relatively unexplored. The purpose of this study is to examine how and why different types of interdependence within online communities (i.e. task/outcome interdependence) influence individual engagement in group activities, thereby providing insights regarding online community design.Design/methodology/approachTwo surveys were conducted with two online groups in China. One is a task-interdependent group from Douban Forum, and the other is an outcome-interdependent group from Sina Forum. A total of 159 valid responses from the task-interdependent group and 162 valid responses from the outcome-interdependent group were received. We analyzed the data using multivariate regression with Smart PLS and SPSS.FindingsThe results reveal that both task and outcome interdependence are positively related to individual behavioral engagement in online group behavior, and collective efficacy mediates the aforementioned effects. In addition, task complexity moderates the relationship between task interdependence and individual behavioral engagement; communication within group moderates the relationship between outcome interdependence and behavioral engagement, and the effect is mediated by collective efficacy.Originality/valueThis study is the first to investigate the role of an important factor of group structure, namely, interdependence, in fueling individual behavioral engagement in online communities. The results shed light on companies' design strategies to develop and retain online community members and also provide important insights for researchers interested in social network marketing.

scholarly journals Conceptualising the contemporary corporate value creation process

2017 ◽  
Vol 30 (4) ◽  
pp. 906-931 ◽  
Author(s):  
Carol A. Adams
Keyword(s):  
Sustainable Development ◽  
Value Creation ◽  
Corporate Strategy ◽  
Stock Exchange ◽  
Social Contexts ◽  
Integrated Reporting ◽  
Content Type ◽  
The Sustainable Development ◽  
Corporate Reporting ◽  
The Impact

Purpose The purpose of this paper is to examine and explain the complex interrelationships which influence the ability of firms to create value for their providers of finance and other stakeholders (loosely referred to in practice as “integrated thinking”). In doing so it examines the interrelationships between: environmental, social and governance (ESG) risk; delivering on corporate strategy; non-financial corporate reporting; and, board oversight. Design/methodology/approach Interviews were conducted with board chairs and non-executive directors of large listed companies on the Johannesburg Stock Exchange (where Boards are required to have a social and ethics sub-committee and approve integrated reports which have been mandatory since 2010) and the Australian Stock Exchange (where Board directors’ liability legislation results in Boards being reluctant to adopt integrated reporting which is voluntary). Findings The research finds that contemporary reporting processes, and in particular those set out in the King III Code and the International Integrated Reporting Framework, influence cognitive frames enhancing board oversight and assisting organisations in managing complexity. This results in increased awareness of the impact of ESG issues together with a broader view of value creation despite investor disinterest. Research limitations/implications A number of avenues of research are suggested to further examine the interrelationships identified. Practical implications The research assists the development of practice and policy by articulating and enhancing the understanding of linkages, which loosely fall under the vague practitioner term “integrated thinking”. Social implications The conceptualisation can inform national and global discussions on the appropriateness of corporate reporting and governance models to achieve sustainable development and contribute to the Sustainable Development Goals. Originality/value The paper conceptualises emerging and complex interrelationships. The cross-country comparison allows an assessment of the extent to which different national social contexts with differing governance and reporting frameworks lead to different perspectives on, and approaches to, value creation.

scholarly journals Health and fitness online communities and product behaviour

2019 ◽  
Vol 28 (2) ◽  
pp. 188-199 ◽  
Author(s):  
Laurence Dessart ◽  
Maureen Duclou
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Structural Equation ◽  
Online Community ◽  
Social Medium ◽  
Content Type ◽  
Health And Fitness ◽  
Community Identification ◽  
Product Choices ◽  
The Impact

PurposeThis paper aims to determine the impact of online community participation on attitudes and product-related behaviour in the health and fitness sector.Design/methodology/approachSurvey data are collected from 221 users of the social medium Instagram, members of the self-proclaimed health and fitness community (#fitfam). Data are analysed with structural equation modelling.FindingsThe study shows that online community identification and engagement significantly increase health environment sensitivity, resulting in heightened engagement in physical fitness and healthy product choices.Social implicationsGiven the difficulty to remain engaged in pro-health behaviour and the growing impact of social media on young adults’ lives, these findings are encouraging. They show that online health and fitness communities provide a supportive environment in which consumers can identify and freely engage and a fertile ground to the development of health sensitivity and product-related behaviour.Originality/valueThe study advances knowledge on the role of social media and online communities in promoting health and fitness product behaviours and attitudes.

scholarly journals Explaining social exchanges in information-based online communities (IBOCs)

2016 ◽  
Vol 27 (4) ◽  
pp. 460-480 ◽  
Author(s):  
Sabine Benoit (née Moeller) ◽  
Nicola Bilstein ◽  
Jens Hogreve ◽  
Christina Sichtmann
Keyword(s):  
Social Exchange ◽  
Online Communities ◽  
Online Community ◽  
Social Exchange Theory ◽  
Social Risk ◽  
Role Clarity ◽  
Dyadic Relationship ◽  
Content Type ◽  
Member Participation ◽  
The Impact

Purpose – The purpose of this paper is to scrutinize platforms for members to exchange information by information-based online communities (IBOCs, like LinkedIn or Facebook). Because member participation is vital for IBOCs, this research aims to identify and validate factors that drive member participation. Design/methodology/approach – With reference to social exchange theory the authors developed a model of antecedents of participation in IBOCs that was tested with survey data using PLS. Because some of the results contradicted the theory, the authors examined those results in a mainly qualitative study with online community providers. These experts offered explanations that inform the discussion and managerial implications. Findings – Role clarity, provider’s responsiveness, and enjoyment all influence member participation. Contrary to theory, the cooperation of other members affects member participation negatively while a member’s ability shows no effect. Practical implications – This research has several implications for IBOC providers. Because ability does not affect participation directly, providers do not need to worry about lacking ability and can effectively target all potential members. The importance of provider responsiveness signals that IBOC providers should proactively monitor members’ compliance with social norms to lower the social risk for members. The impact of community-specific knowledge and enjoyment on participation puts emphasis on careful community design and the thoughtful implementation of new features that might enhance enjoyment, but reduce role clarity. Originality/value – Whereas most of the participation literature focusses on a dyadic relationship, the research investigates the triadic relationship in which the provider is only an enabler of exchange. Furthermore, the authors bring together two streams of the literature: the participation literature, which tends to focus on offline participation; and the online community literature, which has not yet investigated participation. This is also the first paper to investigate nonlinear effects on participation.

Building stronger hospitality brands through online communities

2018 ◽  
Vol 9 (2) ◽  
pp. 158-171 ◽  
Author(s):  
Tingting Zhang ◽  
Anil Bilgihan ◽  
Jay Kandampully ◽  
Can Lu
Keyword(s):  
Online Communities ◽  
Structural Equation ◽  
Online Community ◽  
Equation Modeling ◽  
Service Development ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

Purpose Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities. Design/methodology/approach A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents. Findings Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement. Originality/value This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design. 研究目的 公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。. 研究设计/方法/途径 本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。. 研究结果 各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。. 研究原创性/价值 本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.

Orchestrating value co-creation in online communities as fluid organisations: firm roles and value creation mechanisms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Diah Priharsari ◽  
Babak Abedin
Keyword(s):  
Value Creation ◽  
Online Communities ◽  
Online Community ◽  
The Body ◽  
Structured Interviews ◽  
Community Members ◽  
Content Type ◽  
Body Of Knowledge ◽  
Online Comments ◽  
Service Ecosystem

PurposeThe lack of authority of the sponsoring firm in online communities raises questions about how to orchestrate members of an online community in value co-creation. Hence, this study aims to examine how online communities co-create value with community members. The authors draw upon service-dominant logic (SDL) to study two comparable, and yet different, Indonesian firm-sponsored online communities.Design/methodology/approachThe authors build on an earlier systematic literature review and triangulate it with semi-structured interviews of 28 community members and content analysis of over 35,000 online comments. The data collection was conducted from February to October 2018.FindingsThe findings revealed that (1) value co-creation in online communities is orchestrated through the fluidity of the online community, which is represented by three mechanisms: consensus-making, consensus settlement and changing boundaries, and (2) the mechanisms can be conditioned by switching firm roles (as a co-creator and facilitator).Research limitations/implicationsThe study has enriched the body of knowledge in fluid organisations by explicating three mechanisms, consensus-making, consensus settlement and changing boundaries, that explain the coordination efforts between individuals who have options to participate or not and changing boundaries, that reveals actors' responses in online communities. The mechanisms demonstrate the dynamics of a service ecosystem.Originality/valueThis study offers valuable insights into how sponsoring firms orchestrate value creation in online communities where they do not have full control of participants' reactions. The authors hereby contribute to enriching the understanding of co-creating value with customers in a fluid organisation, such as online communities.

The impact of intellectual capital on firm performance: a study of Indian firms listed in COSPI

2018 ◽  
Vol 19 (5) ◽  
pp. 935-964 ◽  
Author(s):  
Neha Smriti ◽  
Niladri Das
Keyword(s):  
Firm Performance ◽  
Intellectual Capital ◽  
Value Creation ◽  
Generalized Method Of Moments ◽  
Value Added ◽  
Secondary Data ◽  
Share Price ◽  
Content Type ◽  
Listed Firms ◽  
The Impact

Purpose The purpose of this paper is to examine the effect of intellectual capital (IC) on financial performance (FP) for Indian companies listed on the Centre for Monitoring Indian Economy Overall Share Price Index (COSPI). Design/methodology/approach Hypotheses were developed according to theories and literature review. Secondary data were collected from Indian companies listed on the COSPI between 2001 and 2016, and the value-added intellectual coefficient (VAIC) of Pulic (2000) was used to measure IC and its components. A dynamic system generalized method of moments (SGMM) estimator was employed to identify the variables that significantly contribute to firm performance. Findings Indian listed firms appear to be performing well and efficiently utilizing their IC. Overall, human capital had a major impact on firm productivity during the study period. Furthermore, the empirical analysis showed that structural capital efficiency and capital employed efficiency were equally important contributors to firm’s sales growth and market value. The growing importance of the contribution of IC to value creation was consistently reflected in the FP of these Indian companies. Practical implications This study has robust theoretical grounds and employs a validated methodology. The present study extends knowledge of IC among academicians and managers and highlights its contribution to value creation. The findings may help stakeholders and policymakers in developing countries properly reallocate intellectual resources. Originality/value This study is the first study to evaluate IC and its relationship with traditional measures of firm performance among Indian listed firms using dynamic SGMM and VAIC models.

scholarly journals Knowledge sharing in open source software communities: motivations and management

2015 ◽  
Vol 19 (4) ◽  
pp. 791-813 ◽  
Author(s):  
Zilia Iskoujina ◽  
Joanne Roberts
Keyword(s):  
Knowledge Sharing ◽  
Open Source ◽  
Open Source Software ◽  
Online Communities ◽  
Descriptive Analysis ◽  
Online Questionnaire ◽  
Content Type ◽  
The Individual ◽  
The Impact

Purpose – This paper aims to add to the understanding of knowledge sharing in online communities through an investigation of the relationship between individual participant’s motivations and management in open source software (OSS) communities. Drawing on a review of literature concerning knowledge sharing in organisations, the factors that motivate participants to share their knowledge in OSS communities, and the management of such communities, it is hypothesised that the quality of management influences the extent to which the motivations of members actually result in knowledge sharing. Design/methodology/approach – To test the hypothesis, quantitative data were collected through an online questionnaire survey of OSS web developers with the aim of gathering respondents’ opinions concerning knowledge sharing, motivations to share knowledge and satisfaction with the management of OSS projects. Factor analysis, descriptive analysis, correlation analysis and regression analysis were used to explore the survey data. Findings – The analysis of the data reveals that the individual participant’s satisfaction with the management of an OSS project is an important factor influencing the extent of their personal contribution to a community. Originality/value – Little attention has been devoted to understanding the impact of management in OSS communities. Focused on OSS developers specialising in web development, the findings of this paper offer an important original contribution to understanding the connections between individual members’ satisfaction with management and their motivations to contribute to an OSS project. The findings reveal that motivations to share knowledge in online communities are influenced by the quality of management. Consequently, the findings suggest that appropriate management can enhance knowledge sharing in OSS projects and online communities, and organisations more generally.

Strategy war games: how business can outperform the competition

2018 ◽  
Vol 39 (6) ◽  
pp. 3-12 ◽  
Author(s):  
Jason West ◽  
Maiko Chu ◽  
Lincoln Crooks ◽  
Matthew Bradley-Ho
Keyword(s):  
Financial Services ◽  
Business Strategy ◽  
Joint Venture ◽  
Corporate Strategy ◽  
Insurance Company ◽  
Content Type ◽  
External Threats ◽  
Internal Capabilities ◽  
Banking Institution ◽  
The Impact

PurposeBusiness wargames represent an alternative approach to challenge organisations to uncover internal capabilities through competitive actions designed to counteract external threats and address strategic mismatches. Internal capabilities uncovered as a result of actions taken during a competitive wargame aims to replicate market conditions found in competitive industries. These outcomes are difficult to achieve using many popular strategy design methods. The purpose of this study is to examine the use of war game-style activities in formulating corporate strategy that incorporate the natural behaviors of the leadership team in creating strategic plans.Design/methodology/approachUsing a case study from the banc assurance industry, the authors review a wargame process composed of two competing teams; the banc assurance organisation and an unincorporated joint venture between a banking institution and an insurance company. The goal of each entity was to develop strategy to improve both customer satisfaction and market share at the expense of each other given a finite set of resources. Success was judged using a simple set of metrics defined by both a consumer team and an independent umpire.FindingsConsumers of financial services are price sensitive and highly brand loyal. Unwillingness to switch brands to a prevailing competitor or other emerging (Fintech) institution persists to a threshold of a price and/or value differential of 15 to 20 per cent. The results highlight potential deficiencies in the proposed banc assurance strategy through the observation of customer behaviours and inefficient resource use.Originality/valueThe wargame approach conducted in a realistic landscape revealed internal capabilities not otherwise evident. The impact of authentic human behaviours in setting business strategy was captured which is very difficult to replicate using more formal scenario analysis and planning.

scholarly journals The impact of strategic transformation on employee productivity

2018 ◽  
Vol 17 (1) ◽  
pp. 55-57 ◽  
Author(s):  
John J. Oliver
Keyword(s):  
Longitudinal Analysis ◽  
Corporate Strategy ◽  
Employee Performance ◽  
Performance Outcomes ◽  
Employee Productivity ◽  
Operating Environment ◽  
Content Type ◽  
Operating Income ◽  
The Impact ◽  
Strategic Transformation

Purpose The purpose of this paper is to provide a strategic commentary on the interconnected areas of corporate strategy and employee performance by illustrating how two organizations adapted and transformed their businesses to the demands of digitalization and new media. Design/methodology/approach A longitudinal analysis (1995-2015) of employee productivity was calculated as operating income per employee for each firm and benchmarked against industry data. Findings Both firm’s corporate objectives and strategies were focused on ambitious levels of growth and the opportunities provided by an increasingly digital environment. However, the firms had transformed their businesses in different ways with distinct employee productivity performance outcomes. Practical implications This paper provides case studies of strategic transformation and argues that HR management strategies and practices need to be continually evaluated to assess their employee productivity in an uncertain digital operating environment. Originality/value This paper provides a longitudinal analysis of how media firms, Sky Plc and Pearson Plc, adapted, reconfigured and transformed their businesses to meet the demands of an operating environment characterized by inexorable changes in digital technologies. It presents data and conclusions on how the management of “human resources” had delivered different employee productivity outcomes over the long term.

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