Explaining Participation in Online Communities

Author(s):  
Petter Bae Brandtzæg ◽  
Jan Heim

The last few years have seen a substantial growth in online communities such as MySpace and Facebook. In order to survive and increase in size, online community systems must enhance social interaction and participation. This chapter analyzes participation in new online communities, using a combination of the socio-technical perspective and the human-computer interaction perspective. In 2007, both qualitative and quantitative data was collected from questionnaires from five sample groups in Norway—four popular online communities and one national sample of Internet users. The results show that online communities attract like-minded people, but vary in terms of different user types. Most visitors have a clear social purpose, but the level of participation differs with respect to user types and community characteristics. Participation in terms of user-generated content (UGC) differs greatly, depending on the medium used. Most users do not contribute audio-visual UGC, and text is still the main UGC. Possible future research and socio-technical design implications are discussed.

2011 ◽  
pp. 26-41
Author(s):  
Petter Bae Brandtzæg ◽  
Jan Heim

The last few years have seen a substantial growth in online communities such as MySpace and Facebook. In order to survive and increase in size, online community systems must enhance social interaction and participation. This chapter analyzes participation in new online communities, using a combination of the socio-technical perspective and the human-computer interaction perspective. In 2007, both qualitative and quantitative data was collected from questionnaires from five sample groups in Norway—four popular online communities and one national sample of Internet users. The results show that online communities attract like-minded people, but vary in terms of different user types. Most visitors have a clear social purpose, but the level of participation differs with respect to user types and community characteristics. Participation in terms of user-generated content (UGC) differs greatly, depending on the medium used. Most users do not contribute audio-visual UGC, and text is still the main UGC. Possible future research and socio-technical design implications are discussed.


Author(s):  
Simeon J. Yates ◽  
Jordana Blejmar ◽  
Bridgette Wessels ◽  
Claire Taylor

This chapter describes the analyses and results for the ESRC Domain of Communities and Identities, guided by two main questions: How do we define and authenticate ourselves in a digital age? What new forms of communities and work emerge as a result of digital technologies? The chapter first provides an initial overview of the major insights from the literature review and analysis, the Delphi surveys, and workshop discussions about the relevant range of the concepts of community and identity in a digital age. The resulting focus is primarily on more civic or political aspects of online communities and identities. Eight main topics emerged, including online community (including group), mobile phone, children, migration and diaspora, identity (psychology/social), gender, education, and friendship network. The analyses also highlighted theory, methods, and approaches in the literature. The review provides examples of literature in the project’s time period that illustrate these topics. The chapter ends with a discussion of future research directions (e.g., digital community exclusion and inclusion) and research challenges (e.g., the need to include history and culture in studies of online communities).


Author(s):  
Jessica L. Beyer

Online communities have long been the sites of political mobilization. Work on these communities in relation to politics sits at the intersection of the study of social movements broadly as well as hacktivism specifically; anthropological and cultural studies of online culture, including trolling; and work focused on the affordances of social platforms. Drawing on four linked cases of online community mobilization—4chan and trolling culture, Anonymous, Gamergate, and the 2016 US presidential election—the author discusses this varied theory and its ability to contribute to the understanding of online communities as a political and social phenomenon. The author illustrates that there are distinct repertoires of contention that emerged from 4chan prior to 2008 that subsequent movements refined and adapted. The author argues that 4chan’s affordances created a cultural identity that was durable, with shared discourse, affirmation of group values, and a history of collective action that served as a base for mobilization. These modes of collective action, including organized harassment, have since been adopted by a range of political actors. Future research should address questions of movement durability, emergence, and the interplay between internet affordances and offline contexts.


Author(s):  
Michael R. Weeks

This chapter proposes the narrative network analysis methodology for application in the examination of online communities. The narrative network analysis provides a basis for systematic examination of online communities that has been missing from the literature. The chapter describes three online communities and their characteristics to demonstrate the possibilities of the methodology. From these descriptions a proposed model of the communities is presented, and then an abbreviated narrative network analysis is developed. The network analysis demonstrates how an ethnographically informed model may be tested in a systematic manner with the narrative network analysis techniques. The chapter then concludes with a number of questions for future research in this area that have been proposed by other authors. These unanswered questions are likely candidates for future research using this promising methodology.


2015 ◽  
Vol 21 (4) ◽  
pp. 1044-1048
Author(s):  
Annetta Gunawan

The global development of information technology, especially social media, brings a lot of revolutionary changes in many facets of life, including the development of User Generated Content (UGC). Besides, the number of Internet users in Indonesia reaches 63 million people in November 2013. So, Indonesian marketers should start to consider how to take benefit from UGC development and understand its subsequent impact on brand equity and purchase intention. Yamaha Motor Indonesia (YMI) as the second largest player in Indonesia who wants to increase its market share, should do effort to increase its brand equity and consumers’ purchase intention through its virtual community. The objectives of this research are to analyze the influence of Brand-Related UGC on Brand Equity of YMI, and to analyze the influence of Brand-Related UGC and Brand Equity on Purchase Intention of YMI. The data collection technique used is questionnaire disseminated to the members of YMI online community, using Likert scale. While the data analysis technique used is Path Analysis. The result of Path Analysis shows the structural equation Y = 0,525X + 0,8509ε1 where Brand-Related UGC significantly contributes to Brand Equity at 27,6% and Z = 0,435X + 0,256Y + 0,7925ε2 where Brand-Related UGC and Brand Equity simultaneously and significantly contributes to Purchase Intention at 37,2%.


2020 ◽  
Vol 30 (3) ◽  
pp. 763-788 ◽  
Author(s):  
Diah Priharsari ◽  
Babak Abedin ◽  
Emmanuel Mastio

Purpose The purpose of this paper is to explore enablers and constraints in value co-creation in sponsored online communities, and to identify firm roles in shaping value co-creation. The structured analysis is translated into strategies for practitioners and for guiding future research. Design/methodology/approach The authors systematically review and synthesise the literature to develop a comprehensive model of value co-creation. Findings The literature review findings have led to the identification of four actors in sponsored online communities, revealed enablers and constraints for value co-creation in online communities, and provided insight into the simultaneous roles of sponsoring firm (co-creator and facilitator) and the interrelationship between them. Research limitations/implications Like other systematic literature review studies, the findings are limited by what was reported in the papers selected for the review. The authors contribute to service-dominant logic (SDL) by bridging the macro level to the empirical level, and add to our understanding of the sociomateriality theory by capturing constraints and enablers coming from various actors. Practical implications The extracted enablers and constraints guide decision makers to better design, asses, monitor and support sponsored online communities. The findings also inform how to orchestrate the two sponsoring firm roles so that the online community is still attractive for the members and creates value for the sponsoring firm. Originality/value Given the variety of disciplines dealing with value co-creation, and given the plenitude of definitions and related concepts, this study consolidates the existing knowledge and models how value is co-created in online communities.


Author(s):  
Janghee Cho ◽  
Rick Wash

AbstractOnline communities, socio-technical systems where people interact with others, depend on new members coming to the community. While the majority of research in online communities relation to the recruitment of new members has focused on new members’ socialization and retention, little work has focused on how potential new members who are not yet a member of the community make the decision on whether they are willing to join in the online community. To understand this initial decision process, we investigated how potential new members build mental models of the online community from their first experience within the community, and how this process impacts the decision to continue participating in the community. We interviewed 31 potential new members of the online communities, Quora and Reddit, to better understand how they evaluate a new community. We found that the process of understanding a community involves orienting toward multiple different aspects of the community, including the content available on the community, the people who are already part of the community, and the technology interface and mechanisms that control the community. Participants who focused on consuming and enjoying content were much more likely to express an interest in future participation in these communities than participants who just evaluated the community, looking at the people in the community or the technology of the community. This extends previous considerations for recruiting new members in online communities. We conclude by discussing how our findings can have broad implications in developing successful online communities and suggesting future research efforts that could help understand potential new members.


2014 ◽  
pp. 337-349
Author(s):  
Michael R. Weeks

This chapter proposes the narrative network analysis methodology for application in the examination of online communities. The narrative network analysis provides a basis for systematic examination of online communities that has been missing from the literature. The chapter describes three online communities and their characteristics to demonstrate the possibilities of the methodology. From these descriptions a proposed model of the communities is presented, and then an abbreviated narrative network analysis is developed. The network analysis demonstrates how an ethnographically informed model may be tested in a systematic manner with the narrative network analysis techniques. The chapter then concludes with a number of questions for future research in this area that have been proposed by other authors. These unanswered questions are likely candidates for future research using this promising methodology.


10.28945/4152 ◽  
2018 ◽  
Vol 17 ◽  
pp. 527-547
Author(s):  
Fariza Khalid

Aim/Purpose: The study aims to explore the dimensions of identities in relation to an online community of practice (CoP) and how the dimensions of identities influence the way teachers behave on their online CoP. Background: One of the emerging approaches for teachers’ professional development is through a form of community of practice, through which teachers learn through collaboration and active learning. In line with the progression in technology, online communities of practice have been widely accepted as one of the possible approaches for teacher professional development that can enhance the opportunity for collaboration. Even though online CoPs provide a better platform for collaboration and sharing best practices among teachers, some issues lead to a failure of any online CoPs. Day, Sammons, Stobart, Kington, & Gu (2007) stress the importance of understanding the aspects of identities and their impact on how teachers perform and commit to any activities and that an understanding of teachers’ identities is central to any analysis of teachers’ effectiveness, work, and lives. Previous research, however, studied the aspects of identities in the perspectives of the development of their identities as teachers in the context of their daily interaction with significant others in face-to-face mode. However, there has been very little research that has focused on teachers’ identities in relation to their participation in online communities. The extent to which their identities influenced the way they interact, engage, and contribute to their online CoP is still debatable, although it was profoundly stated that identities play a great role in shaping teachers’ behavior in their offline CoPs. Taking this into account, this study aims to identify the dimensions of identities in an online CoP setting and how these identities influence their capacity to involve themselves in online sharing through communities of practice (CoPs). Methodology: This research employed a case study approach which involved 16 teachers from six high performing secondary schools. The selection of the participants was made through purposive sampling. Data was generated through in-depth one-to-one interviews. Data analysis was conducted using thematic analysis through which the emerging themes were carefully identified. Contribution: The study has successfully identified the dimensions of identities in relation to teachers’ participation in an online CoP, which adds to the current body of literature. The result of the study also illustrates how these dimensions of identities interrelated to each other that led to the teachers’ level of participation in an online CoP. Having an in-depth understanding about identities also would provide a better understanding of why the members reacted the way they did and, and how the dimension of identities plays a role in this. Findings: The result of the analysis indicates four main dimensions of identities, i.e., personal identities, professional identities, learner identities and member of the community’s identities. These dimensions were found to influence each other. Overall, there are seven factors seen as ‘immediate’ causes leading to the final outcome (participation in online CoPs), i.e., beliefs in the benefits of informal sharing activities, perceived importance of online sharing activities, perceived role in community, willingness to initiate discussions, willingness to respond, acceptance towards others’ comments, and beliefs in the benefits of online communities. Personal identities affected not only their jobs as teachers but also influenced their commitment towards their participation in the online CoPs in this project. Their prior knowledge and experience influenced teachers’ perceived competency in using online sharing applications. Their prior experience also impacted the way they perceived the benefits of online activities (teachers’ identities as learners) and their attitudes towards them. The findings indicate that different individuals had different sharing preferences, and the differences were partly driven by how they conceived of professional development as well as how they perceived themselves professionally. Recommendations for Practitioners: This study also indicates that to ensure the success of any online professional development for teachers, it is essential to take into consideration the aspect of endorsement by senior management, e.g., principals or coordinators from a district or state level. It is also critical for stakeholders to understand the working culture of teachers and their conception of professional development to ensure any new policies is in line with teachers’ identities. Recommendation for Researchers: The analysis in this study was developed by exploring the reasons behind the teacher’s behaviors. In the future, it will be more meaningful for new researchers to consider the dimensions of identities when they develop any online CoP. Future Research: This study was conducted using a qualitative approach. The emerging dimensions of identities can be used by future researchers as a basis to do quantitative research that covers a larger sample size, through which a generalization can be made. A causal network that was developed in this study can be tested using inferential statistics.


Author(s):  
Kyung Woo Kang ◽  
Deborah E. Rosen

The emergence of online communities has brought a profound impact on human interaction and methods of information exchange in society. More than one-third of all U.S. Internet users have turned to mass, large-scale communication systems such as e-mail, mailing lists, instant messaging, chat rooms, Web stores, customer service sites, and threaded discussion systems such as USENET (Preece, 2002). Reflecting this prominent phenomenon, there have been a considerable number of studies focused on online communities and communications. This article focuses on the factors and dynamics of the knowledge creation process in online communities, relying on Nonaka’s Socialization-Externalization-Combination-Internalization (SECI) Model (1994). Based on that framework, this article discusses the factors that affect knowledge creation and sharing in online communities. The rest of this article is organized as follows. The characteristics of online communities are discussed in the “Background” section. The section titled “Dynamics of Knowledge Creation and Sharing in Online Communities” reviews the existing concepts and the SECI model of knowledge creation, and extends that model to include the online community context. We further discuss the effects of important factors on knowledge creation and sharing in online communities. The section “Future Trends” suggests further research opportunities in the area. The final section summarizes and concludes the article.


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