Differences in intrapersonal and interactional empowerment between lurkers and posters in health-related online support communities

Participation in health-related online support communities plays an important role in the psychological empowerment of people who are faced with health problems. Research has suggested that important differences exist in terms of psychological empowerment depending on the form and intensity of participation in such domains by showing that users who contribute to health-related online support communities by posting messages (posters) generally experience greater benefits in terms of intrapersonal empowerment, compared to participants who only read messages (lurkers). However, as yet, very little is known about how the often-neglected interactional aspect of psychological empowerment is associated with participation in these online domains. Thus, the aim of this study was to explore how different forms and intensity of participation in health-related online support communities are associated with both dimensions of psychological empowerment. Drawing on a nonprobability sample of 616 participants in two health-related online support communities, the analysis of the data, obtained with an online questionnaire, revealed that posters scored significantly higher in degree of interactional empowerment than lurkers, whereas no difference was observed in terms of intrapersonal empowerment. In addition, high posting frequency was significantly associated with a high level of interactional empowerment but not intrapersonal empowerment. The study suggests that to better understand the empowering potential of participation for users of health-related online support communities, it is important to distinguish not only between various forms of participation but also between different aspects of psychological empowerment.     

Can consumers be persuaded on brand microblogs? An empirical study

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived similarity and source credibility exhibit bias effects on information quality. Community commitment affects participation and brand loyalty, which is also influenced by participation. We expect that this research can contribute to the existing literature and provide marketers with important practical suggestions.     

Empowerment Strategies for Ideation through Online Communities

Successful ideation is vital for new product development. In a novel approach, firms have recently and successfully empowered their customers through online communities by applying democratic principles to open innovation. In this paper, we borrow insights from the democratic system to examine the enhancement of, and the boundary conditions for, the adoption of this empowerment strategy. We conducted three series of experiments to investigate whether online community size and lead user status might affect the link between empowerment strategy and perceived impact. This study also highlights the double‐edged influence of the selected outcome of an empowerment task by focusing on the negative emotions that threaten the effectiveness and sustainability of empowerment strategy. Our results show that empowerment strategy in small communities and higher lead user status can produce higher perceived impact. In addition, the outcome of empowerment strategy may engender positive and negative emotions in members of the community, which leads to distinct and different corresponding behaviour. The theoretical and practical implications of our research are discussed in the conclusion.     

Assessing flow experience in social networking site based brand communities

The sustenance of the Social Networking Site (SNS)-based brand communities relies on user retention and their active participation. Therefore, understanding the intrinsic aspects of user behavior in such communities is important for devising strategies to ensure user retention and active participation. Especially, information about the elements that induce flow experiences—the intrinsically enjoyable and immersive experiences—of users in SNS has become important for organizations that host online communities. In our empirical study, we chose to focus especially on SNS-based brand communities, as they are increasingly interesting from an organization-community interaction perspective, but they lack the instruments needed for measuring user experience. The present study addresses this gap by developing an instrument aimed at measuring the user’s flow experience on SNS-based brand communities. A cross-sectional survey with 577 Facebook brand community users was carried out. The findings show that enjoyment, concentration, and social interaction are the components that constitute a user’s flow experience. In addition to providing a valuable tool for business practitioners, the developed instrument offers several theoretical and practical implications for improving user experience of social media.     

Becoming Friends in Online Brand Communities: Evidence From China

With the aid of information technology, consumers have increasingly engaged in social interaction in online brand communities. How can these strangers make friends online? Drawing on embeddedness theory and media richness theory, we examine the antecedents and intermediate mechanisms of online friendship. We theorize that online brand community interactivity aided by instant messaging technology is the main driving force of online friendship, whereas social presence and a sense of yuan (a Chinese concept describing predetermined relations) mediate online friendship development. Online friendship in turn enhances consumer online brand community commitment. We test our conceptual model with a sample of consumers from Chinese online sporting goods forums. The results support our hypotheses and inform online brand community research and practice.     

How virtual community participation influences consumer loyalty intentions in online shopping contexts: an investigation of mediating factors

Extant studies generally recognise that virtual community building is an effective marketing programme for forging deep and enduring affective bonds with consumers. This study extends previous research by proposing and testing a model that investigates key mediating processes (via trust, satisfaction and identification) that underlie the relationship between virtual community participation and consumer loyalty intentions. The authors test the hypotheses using data obtained from three large online retailing stores. Virtual community participation significantly enhances loyalty intentions, through both social mechanisms (via community identification) and psychological mechanisms (via trust and satisfaction). Moreover, the findings provide insights into the complex relationship between the two mechanisms in online shopping settings. Community identification is a pivotal factor for enhancing customer loyalty intentions. The results advance understanding of the process by which virtual community building facilitates the development of business-to-consumer relationships in the computer-mediated environment. The authors discuss the managerial implications of the findings, as well as avenues for further research.     

User incentive mechanism in blockchain-based online community: An empirical study of steemit

The rise of blockchain technology has brought innovations in various business domains and spawned a new form of organization—the decentralized autonomous organization (DAO). Steemit is recognized as one of the earliest blockchain-based online communities, and a typical example of DAO. By endowing community members with new roles, the decentralization of blockchain-based communities brings changes to the design of user incentive mechanisms. However, few studies have paid attention to the user incentive mechanism when users play the dual roles of social participant and community owner. On the basis of social capital theory and psychological ownership theory, this study explores Steemit's incentive mechanism by evaluating the impact of these dual roles on user active participation behavior. The study adopts a two-way fixed effect negative binomial regression to test the research model. The results show that users’ social capital, share capital, social feedback, and economic feedback positively affect their active participation behavior. At the same time, social feedback and economic feedback play moderating roles on the effects of the dual capitals. Overall, this research provides both theoretical insights and practical implications for understanding, designing, and governing blockchain-based online communities.     

Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com

In Web 2.0 environment, the influence of customers’ voices is increasing. Many companies have built their online brand communities for listening to the diverse voices of the customer (VOC) and promoting customer’s engagement. The information obtained from these brand communities is exploited for organizational innovation. However, the VOC with negative contents could possibly present threats to a firm in an online context. In this study, we develop a research model that includes the types of customer expectations, opinion leader engagement, negative valence of VOC, interaction, and innovation. Subsequently, we empirically validate the effects of customer expectations on the interactions among community members and organizational innovation by using a dataset from MyStarbucksIdea.com. The results show that the effects of VOC on the interaction within a brand community and organizational innovation are different depending on the types of expectation in the VOC. Opinion leaders’ engagement positively affects the interaction among community members. Moreover, the negative valence of VOC affects the relationships between customer expectations and interactions, and results in a possible threat within an online brand community. The research results give some insight into managing the brand community and analyzing the VOCs so as to achieve organizational innovation.     

The effects of social media based brand communities on brand community markers,value creation practices,brand trust and brand loyalty

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on community markers (i.e., shared consciousness, shared rituals and traditions, and obligations to society), which have positive effects on value creation practices (i.e., social networking, community engagement, impressions management, and brand use). Such communities could enhance brand loyalty through brand use and impression management practices. We show that brand trust has a full mediating role in converting value creation practices into brand loyalty. Implications for practice and future research opportunities are discussed.     

Fostering empowerment in online support groups

Online support groups have been used extensively, in numerous areas of distress, for 15 years. Researchers have presented conflicting findings and ideas about their effectiveness in helping people cope with respective problems. Our review of quantitative studies and our qualitative exploration of the nature of the experiences that occur in such groups show that several factors operate to potentially affect participants. Personal and interpersonal dynamics, which are central in producing effects in these groups, are induced and accelerated by the powerful online disinhibition effect. These factors, including the very impact of writing, expressions of emotions, collecting information and thereby improving understanding and knowledge, developing social relationships, and enhancing decision-making skills and consequent behavioral actions all serve as possible generators of a sense of personal empowerment for people in distress. This view may explain why empirical research has frequently found little or no specific outcomes from participating in online support groups; however, it has found much support for nonspecific personal impacts of this means of intervention. Thus, we contend that online support groups are designed to foster, and many of them actually do, well-being, a sense of control, self-confidence, feelings of more independence, social interactions, and improved feelings—all nonspecific but highly important psychological factors. As such, participating in an online support group could foster personal empowerment, which is much needed in handling specific conditions of distress. Nonetheless, this participation has potential costs, too, especially developing dependence, distancing from in-person contacts, and exposure to unpleasant experiences typical of social engagement in cyberspace.     

基于多智能体的网络社区负面口碑信息传播研究

随着Web2.0的发展,网络社区成为企业负面口碑信息传播的一种便利媒介,网络社区负面口碑信息的传播能够直接或间接影响企业的经济利益以及客户忠诚度。从信息传播特征的视角,以病毒传播模型为基础,结合多主体建模方法,运用Netlogo仿真平台对网络社区中的负面口碑信息传播进行仿真实验。仿真实验主要从网络社区的参与、负面口碑信息价值对负面口碑信息传播过程的影响进行研究。结果表明,网络社区的参与以及较高的负面口碑信息价值对负面口碑信息传播过程具有明显的促进作用。基于实验结果提出了应对措施,即企业应对网络社区所扮演的角色进行控制 并 重点关注 高信息价值的负面口碑,从而可以在较短时间内以较低成本处理海量负面口碑信息,进而降低经济损失并提升客户忠诚度。     

Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management

We investigated how online community building might affect the development of relationships with customers of online stores. Adopting social identification and relationship marketing perspectives, we examined the positive and negative aspects of online community cultivation and tested the meditating mechanisms involved in member participation processes. A survey-based study, conducted with 913 online consumers, revealed that community interaction can lead to consumer power through community identification and relationship investments. Furthermore, we found that perceived e-tailer support negatively affected the relationship between identification and consumer power. We concluded with a discussion of the key managerial and research implications of our findings.     

Participating in civil society: the case of networked communities

A community computer network facilitates civic participation by providing pervasive local resources online and by connecting people to local communication and discussion channels, public and non-profit organization leaders and members, and many other civic resources. We present findings from longitudinal data (two rounds between 2001 and 2002) of a stratified random survey of 100 households in a mature community network, the Blacksburg Electronic Village (BEV). We offer exploratory and confirmatory analyses, including a ‘civic effects’ model, that show demographic characteristics (education, age) and psychological factors (extroversion) explain staying informed, collective efficacy, group membership, activism, and using the Internet for civic and political purposes. The model further explains differences in respondents' involvement in local issues once they go online. Informed activists with multiple group memberships become more involved in local issues once going online, whereas informed non-activists become less involved once online. Our study suggests that in order to play a constructive role in creating a more civil society, community networks should explicitly pursue strategies that encourage community activism. One way to do this, given the strong role of association membership in activism, is for ISPs to offer bundled standard Internet applications at low cost to non-profit community groups (e.g. email for leadership, online discussion for members, web space). Community networks should also promote and support the use by local groups of innovative tools for non-experts, such as easy collaborative web-based tools for information production and collaboration.     

Business engagement on Twitter: a path analysis

Social media services, such as Twitter, enable commercial businesses to participate actively in online word-of-mouth communication. In this project, we examined the potential influences of business engagement in online word-of-mouth communication on the level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in the Twitter community. We used path analysis to examine 164,478 tweets from 96,725 individual Twitter users with regards to nine brands during a 5-week study period. We operationalized business engagement as the amount of online word-of-mouth messages from brand and the number of consumers the brand follows. We operationalized consumers’ engagement as the number of online word-of-mouth messages from consumers both connecting to the brand and having no connection with the brand as well as the number of consumers following the brand. We concluded that the business engagement on Twitter relates directly to consumers’ engagement with online word-of-mouth communication. In addition, retweeting, as an explicit way to show consumers’ response to business engagement, indicates that the influence only reaches consumers with a second-degree relationship to the brand and that the life cycle of a tweet is generally 1.5 to 4 hours at most. Our research has critical implications in terms of advancing the understanding of the business’s role in the online word-of-mouth communication and bringing insight to the analytics of social networks and online word-of-mouth message diffusion patterns.     

Does Blogging Empower Women? Exploring the Role of Agency and Community

Two studies explored the relationship between blogging and psychological empowerment among women. First, a survey (N = 340) revealed that personal journaling empowers users by inducing a strong sense of community whereas filter blogging does so by enhancing their sense of agency. Various user motivations were also shown to predict psychological empowerment. Next, a 2 (type of blog) X 2 (comments) X 2 (site visits) factorial experiment (N = 214) found that 2 site metrics—the number of site visits and number of comments—affect psychological empowerment through distinct mechanisms—the former through the sense of agency and the latter through the sense of community. These metrics are differentially motivating for bloggers depending on the type of blog maintained: filter or personal.     

Community engagement and online word of mouth: An empirical investigation

How customer engagement in a firm’s social media marketing platform ? online brand community ? might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.     

Explaining behavior in brand communities: A sequential model of attachment,tribalism, and self-esteem

Given their societal presence, brand communities and tribes must, in some capacity, influence marketing strategy. With a player base exceeding 50 million and annual sales surpassing $12 billion, the massively multiplayer online role playing game (MMORPG) community is considered a burgeoning cultural and economic consumer segment. Yet, quantitative examination of MMORPG community members' consumptive processes is sparse. To help fill this research lacuna, the current study tests a sequential choice model of attachment, tribalism, and self-esteem on MMORPG-related behavioral outcomes. Using a sample 970 MMORPG players, support is offered for the posited model, indicating among others, that brand attachment antecedes MMORPG brand tribalism, which in turn, augments player self-esteem. Implications and future research directions are offered.     

Design and evaluation of an adaptive incentive mechanism for sustained educational online communities

Most online communities, such as discussion forums, file-sharing communities, e-learning communities, and others, suffer from insufficient user participation in their initial phase of development. Therefore, it is important to provide incentives to encourage participation, until the community reaches a critical mass and “takes off”. However, too much participation, especially of low-quality can also be detrimental for the community, since it leads to information overload, which makes users leave the community. Therefore, to regulate the quality and the quantity of user contributions and ensure a sustainable level of user participation in the online community, it is important to adapt the rewards for particular forms of participation for individual users depending on their reputation and the current needs of the community. An incentive mechanism with these properties is proposed. The main idea is to measure and reward the desirable user activities and compute a user participation measure, then cluster the users based on their participation measure into different classes, which have different status in the community and enjoy special privileges. For each user, the reward for each type of activity is computed dynamically based on a model of community needs and an individual user model. The model of the community needs predicts what types of contributions (e.g. more new papers or more ratings) are most valuable at the current moment for the community. The individual model predicts the style of contributions of the user based on her past performance (whether the user tends to make high-quality contributions or not, whether she fairly rates the contributions of others). The adaptive rewards are displayed to the user at the beginning of each session and the user can decide what form of contribution to make considering the rewards that she will earn. The mechanism was evaluated in an online class resource-sharing system, Comtella. The results indicate that the mechanism successfully encourages stable and active user participation; it lowers the level of information overload and therefore enhances the sustainability of the community.     

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers' engagement with the online brand communities on users' perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers' engagement with social media users have a significant impact on their sentiments. Based on our results, we derived several important managerial and practical implications.     

Internet aggression in online communities: a contemporary deterrence perspective

Internet users' activities are critical to the development and success of Web 2.0 systems, such as online communities. Within the community's participation, knowledge sharing, and communications, users may conduct aggressive behaviors that would have a negative impact on that online community. This study investigates factors that affect Chinese users' aggression intention in online communities. Research findings show that online aggression can be inhibited by internal deterrents of face saving and moral beliefs, which may be enhanced through implementation of consequences from an effective community policy and peer pressure among community members. Differences in the effects of the deterrence measures exist between younger and older users. This paper contributes theoretically and empirically to Web 2.0 research and has practical implications for virtual community management.