UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea

Recently, user-generated content (UGC) has been in the limelight. This study investigates why Internet users share their own UGC and reveals how the motives behind UGC sharing affect UGC sharing intentions both quantitatively and qualitatively. Based on motivations established in existing online communication literature, theoretical UGC motives are identified. Using online surveys administered to 300 users in South Korea, factor analysis is performed to identify empirical UGC sharing motives, and regression analyses shows how UGC sharing motives affect UGC sharing intention in terms of quality and quantity. A total of 10 theoretical UGC motives are consequently factorized into five motives. It is revealed that three motives—self-creation, self-expression, and reward—are related to individual purposes. Users get enjoyment from creating content, they want to be recognized by others, and further expect to be rewarded socially and economically. The other two motives, community commitment and social relationships, are related to social purposes. Users share UGC as a means of communication, desire feedback from others, and want to feel a sense of belonging within certain communities. All of these motives positively affect UGC sharing intention. This is the first study to empirically clarify UGC sharing motives. In addition, this study reveals UGC-centric self-creation and self-expression motives, which have not been the focus of previous online communication studies. Finally, the research results suggest how UGC site managers can adopt practical strategies related to UGC management.

Research on the Relationship Between Cross-Level Motivation, Integrated Emotion, and Virtual Knowledge Community Commitment

Community commitment is the key to the success of virtual communities. Under the background of virtual knowledge community, based on motivation hierarchy model and integrated emotion theory, this paper takes “motivation-emotion-community commitment” as the main framework, and introduces multiple mediation and regulation functions to establish the relationship model of motivation hierarchy, integrated emotions, and community commitment. The results show that the user motivation follows the hierarchical structure of the layer-by-layer influence from the situational level to the personality level, that is, knowledge-seeking motivation and entertainment-seeking motivation at a situational level will positively affect social- interaction motivation at the contextual level, thereby enhancing user self-efficacy at personality level. Users have abundant integrated emotions toward the virtual knowledge community, namely, satisfaction, attachment, and identity, and such multi-integrated emotional model is more conducive for promoting community commitment of users. At the same time, attachment, identity, and satisfaction have an interactive complement, that is, when satisfaction is low, attachment and identity will complement and strengthen community commitment.

He Piki Raukura: Understanding Strengths-based Māori child development constructs in Kaupapa Māori early years provision

The importance of early childhood education programmes has been widely established by researchers, but there has been little research on the outcomes of early childhood Kaupapa Māori educational initiatives in Aotearoa New Zealand. The aim of the research project reported here, He Piki Raukura, was to define Māori child behaviour constructs that may underlie positive Māori child development. We conducted in-depth interviews with two experts and 21 whānau participating in a Kaupapa Māori early years programme in Taranaki. Five themes were identified: local Māori identity; building whānau/ community; commitment to a shared kaupapa; clear and consistent processes; and dealing with issues positively. Through wānanga, four Māori child behaviour constructs were defined: tuakiri (secure local Māori identity); whānauranga (acting as a member of whānau); manawaroa (persisting despite difficulty); and piripono (integrity, commitment and responsibility for a shared kaupapa). These constructs provide novel ways of understanding child development that can be applied to explore how Kaupapa Māori early years initiatives might impact on development.

Community experience promotes customer voice: co-creation value perspective

PurposeBased on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.Design/methodology/approachThe survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.FindingsThe results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.Research limitations/implicationsOn the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.Practical implicationsThis paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.Originality/valueFirst, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Determining Factors of Community Commitment in Automotive and Sneaker Communities

This study to examine the effect of brand community integration and perceived benefits on community commitment as moderated by type of community. This study uses a quantitative approach with a hypothesis testing approach. The sample of this research is the automotive and sneaker communities. The data analysis used was SEM analysis using PLS software. Variable Brand Community Integration (x1) does not have the effect of significantly at variable community commitment (Y) and the perceived benefit (X2 ) effect is significant to the variable community commitment (Y). The study explains how importance of brand community integration and perceived benefits have a contribution to building brand community commitment. Companies can pay attention to community involvement in increasing their commitment to continue using the product. Besides, Members of communities will tend to pay attention to the benefits that they get to follow the community, It is can be used by companies to improve the provision of benefits to the members, and will give benefits for the company to increase the commitment of the customers.

Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence

Purpose Brand microblogs have been adopted as a new approach to promote products or services and maintain relationships with consumers for companies, but literature on why consumers are willing to participate on these microblogs is still relatively limited. The purpose of this study is to examine factors affecting consumers’ participation on brand microblogs and then indicate the underlying mechanism of this process based on elaboration likelihood model (ELM), commitment–trust theory and social presence. Design/methodology/approach An online survey was conducted in China to investigate consumers who followed brand microblogs. A total of 380 valid responses were collected, and the data were analyzed by the partial least squares structural equation modeling to assess the proposed research model. Findings The findings show that argument quality and source credibility of a brand microblog are two important factors that enhance consumers’ community commitment and trust toward the microblog, which, in turn, promote their participation intention. In addition, social presence has a moderating effect on the relationship between trust toward brand microblog and participation. Originality/value This study extends the understanding regarding consumers’ information adoption processes in brand microblogs from both central and peripheral routes based on ELM. Besides, the role of trust in affecting consumers’ participation and community commitment in the context of brand microblog has been examined from a more detailed perspective. Finally, this paper better reveal the role of social presence in brand communities by focusing on its moderating effect on the relationship between commitment–trust and consumers’ participation. These findings can provide entrepreneurs with insights into strengthening consumers’ participation and operating their brand microblogs in the long-term.

IMPLEMENTASI KEBIJAKAN SOSIAL PEMERINTAH MELALUI PROGRAM KOTA TANPA KUMUH (KOTAKU) DI KOTA PALANGKA RAYA

The No Slum City Program is a government response in dealing with slum problems that exist throughout Indonesia, this program is sourced from the center which will be directly included in the RPJM in areas that are declared slum. but at the implementation stage there are obstacles, especially the commitment of the community that is still lacking in terms of reducing the slums that occur in the community itself. The problem under study is a description of the Implementation of Social Policy through the Kumpak City Program in the City of Palangka Raya. This study uses a causal method supported by primer data in the form of in-depth interviews and observations as well as secondary data in the form of document review. From the results of this research, it was shown that the implementation of the Social Policy through the No-Slum City Program (KOTAKU) in the City of Palangka Raya had not been effective. This is based on the lack of socialization, inconsistency of the implementor, and not maximally utilizing the facilities and infrastructure that have been given and the lack of community commitment to achieve the objectives of the KotaKu Program. It is therefore recommended that the government make the community a commitment to the program, and it is hoped that the socialization should be directly in the community, not through the BKM that has been made because this is not effective if it is seen from the commitment of the community.

Event Co-Creation in Street Events. Evidence from Athens Pride

espite the significant contribution of events in tourism and development of urban areas, the cocreation aspects of street events appear to be under searched in the literature. Athens Pride is one of the largest street events in Athens and it aims to promote and support lesbian, gay, bisexual, transgender, and queer issues (LGBT+) in the greater Athens area, Greece. Using a sample of 312 Athens Pride adult attendees and employing linear analysis, this study focuses on the aspects that form this street event’s co-creation. The findings reveal that participation incentives and emotional closeness are the main factors in order to formulate and strengthen event co-creation, followed by the community commitment and the brand image of the event. In addition, the study showcases the importance of three socio-demographics (age; level of education; sexual orientation) upon event co-creation. The research also provides managerial suggestions for event organisers in order to further strengthen street event co-creation and the experience of their attendees.

Reducing social loafing in online brand communities: Insights from social exchange theory

We applied social exchange theory to our investigation of how different types of social support (informational, emotional, esteem, network) influence social loafing in online brand communities through psychological ownership and community commitment. We used a questionnaire to collect data from 315 participants, then tested the research model with partial least squares structural equation modeling. Results show that the four types of social support had different effects on psychological ownership and community commitment, which, in turn, influenced social loafing. Further, community commitment mediated the effect of psychological ownership on social loafing. Our results extend social loafing theory and provide guidelines for reducing social loafing in online brand communities.

The impact of a sense of virtual community on online community: does online privacy concern matter?

PurposeThe purpose of this study is to investigate the structural relationships between a sense of virtual community (SOVC), community satisfaction, community involvement, community commitment and alternative attractiveness in the online fan community context.Design/methodology/approachThis study gathered and empirically analyzed data from 277 members of the online Super Junior fan community with frequency, reliability, confirmatory factor analyses and structural equation modeling (SEM) with Statistical Package for the Social Sciences (SPSS) 20.0 and AMOS 24.0.FindingsThe findings of SEM indicated that community satisfaction was significantly influenced by the four dimensions of SOVC, while community involvement was significantly affected by membership and fulfillment of needs. Also, community commitment and alternative attractiveness were significantly impacted by community satisfaction and community involvement. Lastly, privacy concern moderated the paths from influence to community satisfaction and from community satisfaction to community commitment, respectively.Practical implicationsThe findings of this study should help online fan community administrators to reduce members' perception of alternative attractiveness (other fan communities) and to understand how privacy concern influences members' attitudes toward the online community.Originality/valueIn light of the findings, a greater understanding of the determinants of community commitment and alternative attractiveness along with privacy concern is critical in retaining virtual fan communities' members over the long-term.