Stabilising collaborative consumer networks: how technological mediation shapes relational work

Purpose This paper aims to examine the role of technology in shaping the interplay between intimate and economic relations in collaborative consumer networks (CCNs). Design/methodology/approach This research is based on a three-year participatory netnographic and ethnographic field study of hosts, guests and community members within the Airbnb home-sharing network in New Zealand. The data consist of interviews, online and offline participant observations and brief discussions onsite (large-scale Airbnb events, host meetups and during Airbnb stays). Findings The findings reveal how technologies shape the relational work of home-sharing between intimate and economic institutions through grooming, bundling, brokerage, buffering and social edgework. This paper proposes a framework of triadic relational work enacted by network actors, involving complex exchange structures. Research limitations/implications This study focusses on a single context – a market-mediated home-sharing platform. The findings may not apply to other contexts of economic and social exchanges. Practical implications The study reveals that the construction of specific relational packages by Airbnb hosts using their digital technologies pave a path for home-sharing to skirt the norms of the home as a place of intimacy and the market as a place for economics. This allows these two spheres to flourish with little controversy. Originality/value By augmenting Zelizer’s relational work, this study produces theoretical insights into the agentic role of technology in creating and stabilising a CCN.

Network Anomaly Detection inside Consumer Networks—A Hybrid Approach

With an increasing number of Internet of Things (IoT) devices in the digital world, the attack surface for consumer networks has been increasing exponentially. Most of the compromised devices are used as zombies for attacks such as Distributed Denial of Services (DDoS). Consumer networks, unlike most commercial networks, lack the infrastructure such as managed switches and firewalls to easily monitor and block undesired network traffic. To counter such a problem with limited resources, this article proposes a hybrid anomaly detection approach that detects irregularities in the network traffic implicating compromised devices by using only elementary network information like Packet Size, Source, and Destination Ports, Time between subsequent packets, Transmission Control Protocol (TCP) Flags, etc. Essential features can be extracted from the available data, which can further be used to detect zero-day attacks. The paper also provides the taxonomy of various approaches to classify anomalies and description on capturing network packets inside consumer networks.

Company social networks: customer communities or supplementary services?

Purpose The purpose of this study is to contribute to a better understanding of the antecedents and consequences of loyalty to consumer networks hosted by companies in the scope of social networking sites (SNS). These company social networks (CSNs) have traditionally been studied as online brand communities but more research is needed to understand their role for host companies. Design/methodology/approach This study identifies CSN performance dimensions (host reputation, informativeness, communication self-expressiveness, rewarding activity and consumption support) and analyzes how they influence attitudes and behavioral intentions toward CSNs (identification with the community, satisfaction and loyalty) and toward the host company (satisfaction and loyalty). A conceptual model is tested through a survey administered to members of a large grocery retailer CSN on Facebook. Findings Results show that all six identified performance dimensions significantly impact CSN loyalty. However, while self-expressiveness, communication and rewarding activity (which are closely related to social and hedonic value) are predictors of loyalty to the CSN, through the mediation of identification with the community, they neither indirectly (through the mediation of identification) nor directly impact satisfaction with the host. Conversely, informativeness, communication and host reputation are good predictors of loyalty to the CSN, through mediation of satisfaction with the CSN, and also exert an indirect positive influence on satisfaction with the host. Finally, consumption support positively influences loyalty to the CSN through the mediation of identification with the community and directly positively influences satisfaction with the host company. Originality/value These results reveal the dichotomous nature of CSNs, as communities of people with shared interests and supplementary services created by companies to add value to their core offering. While perceptions regarding the community facet are independent from attitude toward the host, perceptions regarding supplementary service are significant predictors of satisfaction with the host. These results offer implications for future research and management of companies’ social media presence.