Cross-cultural analysis in online community research: A literature review

Cross-cultural online community research can support theoretical generalizability, increase methodological robustness and give insights into user online behavior. The objective of this paper is to review the existing literature on comparative cross-cultural online community research in order to investigate the current state of the literature, extract conceptual patterns and identify methodological and emergent issues. This will inform the development of the field, map out research delimiters, and set out guidelines for future research. The findings from the literature review demonstrated five key areas of methodological difficulty in cross-cultural online community comparative analysis; sampling form, country selection, number of cultures compared, participant type and interpretation of data. Key themes that emerged from the literature included the use of the nation state as a unit of culture, a lack of definition of the concept of online community, and the impact of current theory on cross-cultural online community analyses. Recommendations in the areas of methodology, definition and theory are provided. These findings should be of interest to both specific online community researchers, and those in other multidisciplinary fields where online communities are being used as a research environment.     

The mediator role of self-disclosure and moderator roles of gender and social anxiety in the relationship between Chinese adolescents’ online communication and their real-world social relationships

Based on theory and previous research, we examined relationships among gender, social anxiety, self-disclosure, quality of real-world friendships and online communication by Chinese adolescent Internet users. Results indicated that online communication and self-disclosure are not related to quality of friendship, and online communication is positively related to self-disclosure. For adolescent boys and adolescents with high social anxiety, online communication can explain more variance in users’ self-disclosure, indicating that gender and social anxiety moderate the relationship between online communication and online self-disclosure.     

Revealing only the superficial me: Exploring categorical self-disclosure online

Despite previous research demonstrating that online self-disclosure occurs in an accelerated manner compared to offline interactions, little is known about the content of online disclosures. This study highlights a number of issues that arise when exploring the self-disclosure of different types of personal information in initial general online communications. Forty-eight students and 48 non-students completed a purpose-developed attitude towards online relationship formation questionnaire and Magno’s (2009) self-disclosure for beliefs, relationships, personal matters, interests and intimate feelings questionnaire. Findings suggest that people are more likely to self-disclose information online the more positive is their attitude towards forming relationships online. Moreover, this self-disclosure initially occurs only for superficial self-information relating to personal matters and interests, implying that it is the quantity of online exchanges that is enhanced rather than the quality thereof. These findings raise a number of issues relating to type of self-information disclosed online, as well as intent, Internet arena, social identity, privacy, trust, and general methodological issues that would benefit from further experimental exploration. Implications of the findings for future research to explore categorical self-disclosure online within an existing theoretical framework of self-categorisation and self-identity theory as well as the self-memory-system model of autobiographical memory are discussed.     

Exploring and mitigating social loafing in online communities

The motivation to share members’ knowledge is critical to an online community’s survival and success. Previous research has established that knowledge sharing intentions are based on group cohesion. Several studies also suggested that social loafing behavior will seriously corrode group cohesion. Therefore, social loafing is a key obstacle to fostering online community development. Although substantial studies have been performed on the critical factors that affect social loafing in the learning group, those on online communities are still lacking. By integrating two perspectives, social capital and perceived risk, a richer understanding of social loafing behavior can be gained. In the research model, social ties and perceived risk have been driven by anonymity, offline activities, knowledge quality, and media richness. Social ties and perceived risk are hypothesized to affect social loafing in the online community, which, in turn, is hypothesized as negatively affecting group cohesion. Data collected from 323 online users in online communities provide support for the proposed model. The study shows that social loafing is a significant negative predictor of the users’ group cohesion. The study also shows that social ties and perceived risk are important components of social loafing. Anonymity, offline activities, knowledge quality, and media richness all have strong effects on social ties and perceived risk in the online community. Implications for theory and practice and suggestions for future research are discussed.     

Internet use and online social support among same sex attracted individuals of different ages

The current research addressed age differences in internet use among Same Sex Attracted (SSA) individuals. In general, online communities are found to be a source of social support, especially for minority group members. However, it is unclear whether younger and older SSA people differ in their use of these communities. The present research examined age differences in use of online communities, hypothesizing that young SSA people primarily use these for social interaction and support, whereas older SSA people use online communities to seek sexual contacts. Study 1 examined age differences in motives to start using these websites. Study 2 examined age differences in use of online profiles and online social support. Results of both studies confirmed our hypotheses. Younger compared to older SSA people are found to receive more online social support, whereas older SSA use the internet more for sexual purposes. Our findings provide first time evidence of the relation between sexual orientation, age and internet use.     

Age differences in perceptions of online community participation among non-users: An extension of the Technology Acceptance Model

This study examined age differences in perceptions of online communities held by people who were not yet participating in these relatively new social spaces. Using the Technology Acceptance Model (TAM), we investigated the factors that affect future intention to participate in online communities. Our results supported the proposition that perceived usefulness positively affects behavioral intention, yet it was determined that perceived ease of use was not a significant predictor of perceived usefulness. The study also discovered negative relationships between age and Internet self-efficacy and the perceived quality of online community websites. However, the moderating role of age was not found. The findings suggest that the relationships among perceived ease of use, perceived usefulness, and intention to participate in online communities do not change with age. Theoretical and practical implications and limitations were discussed.     

Students’ self-presentation on Facebook: An examination of personality and self-construal factors

The present research seeks to extend existing theory on self-disclosure to the online arena in higher educational institutions and contribute to the knowledge base and understanding about the use of a popular social networking site (SNS), Facebook, by college students. We conducted a non-experimental study to investigate how university students (N = 463) use Facebook, and examined the roles that personality and culture play in disclosure of information in online SNS-based environments. Results showed that individuals do disclose differently online vs. in-person, and that both culture and personality matter. Specifically, it was found that collectivistic individuals low on extraversion and interacting in an online environment disclosed the least honest and the most audience-relevant information, as compared to others. Exploratory analyses also indicate that students use sites such as Facebook primarily to maintain existing personal relationships and selectively used privacy settings to control their self-presentation on SNSs. The findings of this study offer insight into understanding college students’ self-disclosure on SNS, add to the literature on personality and self-disclosure, and shape future directions for research and practice on online self-presentation.     

Administrator-users contribute more to online communities

Lack of user participation and contribution has been a long-standing problem for online communities. We proposed and examined new strategies for cultivating opinion leadership and enabling users to post articles outside of the community theme. We used social role theory to propose that online communities should encourage highly committed users to take administrator roles, which will increase their opinion leadership and contributions to both public spaces and their own user-controlled spaces. We collected multiple-wave and multiple-source data from 1,115 users of a large online community. The results indicate that encouraging users to take administrator roles increases their community contributions.     

Effect of writing style on social support in online health communities: A theoretical linguistic analysis framework

In online health communities (OHCs), patients can exchange social support through text-based communication. However, research on how various linguistic characteristics of patients' communication in these communities affect their social support outcomes remains limited. This study performs linguistic profiling on OHC participants based on a large dataset and empirically evaluates how lexical, syntactic, semantic, and pragmatic features affect users' communication and social support outcomes. The results show that lexical richness in health-related vocabulary negatively correlates with receiving informational support. The readability and brevity of written texts have positive relationships with incoming social support. Writing longer sentences positively correlates with receiving informational support but negatively correlates with receiving emotional support. Expressing negative sentiment leads to higher chances of receiving both types of social support. The use of terms related to perception and body parts increases the chances of receiving emotional support. The use of terms related to perception words additionally correlates to higher chances of receiving informational support. To receive social supports, being logical in expressions is also critical. Furthermore, the relationships between shared health language and social support are determined by the word category and social support type.     

Examining the beneficial effects of individual's self-disclosure on the social network site

Today, individual's self-disclosure on the social network sites (SNS) have become a prevalent phenomenon. This study proposes a research model for investigating the beneficial effects of individual's self-disclosure on the social network sites (SNS). In this study, social support and online social well-being are seen as the beneficial effects of individual's self-disclosure on the SNS. Furthermore, this study examines whether self-disclosure increases social support and online social well-being. For developing a more parsimonious research model, this study chose self-disclosure and social support as second-order constructs. Self-disclosure is devised as a formative second-order construct that includes five components: amount, depth, honesty, intent, and valence. Social support is used as a reflective second-order construct comprising two factors: informational support and emotional support. In addition, this research also proposes that social support increase online social well-being. Further, online social well-being is hypothesized to positively affect the continuance intention in relation to the SNS. Data collected from 333 Facebook users provided support for all the hypotheses. Implications for theory and practice are discussed, and suggestions are made for future research.     

The social influence of online collaborative community: the moderating effect of achievement

Online collaborative communities become particularly influential in contemporary Internet economy. However, these communities are often characterised by limited liability. Following the perspective of social influence, this study examines the impacts of three social influence modes in online collaborative communities of a famous online game. The moderating role of a player’s game achievement is also explored. Our results show that community identification is the most influential on online game continuance intention, especially for high achievement players. Community value congruence is likely to affect online game continuance intention for low achievement players. The impact of community normative influence on online game continuance intention appears to be curvilinear. This is more obvious for low achievement players. Implications for research and practice are also discussed.     

Applying qualitative content analysis to study online support communities

With the increasing popularity of online support communities for people with disabilities and older people, the research domain of online communities is gaining more and more research potential in the area of inclusive design. There are many studies that investigate social interactions within online communities. However, researchers seem to apply a variety of different methods in very different ways. This makes it often difficult to decide on the appropriate method. In order to provide guidance to researchers in the area of inclusive design, this paper reviews past research in this area and presents a self-contained methodology that is based on qualitative content analysis for studying social interactions in online support communities for people with special needs. A case study from an online community for older people is presented in order to set the theory into context.     

Perspectives on the evolution of online communities

The rapid growth of social networks opens interesting research opportunities to make use of the massive information exchanged in day-to-day communication. One of the active research issues related to this aspect is the study of online community formation and evolution in dynamic social networks. As community structure is usually ambiguous, then defining how it evolves over time becomes a challenge in terms of tracking mechanism and evaluation method. In this study, we review the online communities and their evolution tracking mechanisms and discuss the main categories of approaches for tracking community evolution and how they work. We analyse the different solutions proposed under each community evolution tracking category and provide an assessment of their projected performance. Finally, a discussion of analysis insights concerning community evolution and its influence is introduced.     

How anonymous are you online? Examining online social behaviors from a cross-cultural perspective

Communication on the Internet is often described as “anonymous”, yet the usage of the term is often confusing, even in academia. Three levels of anonymity, visual anonymity, dissociation of real and online identities, and lack of identifiability, are thought to have different effects on various components of interpersonal motivation. Specifically, we propose that cross-cultural differences in interpersonal motivation (autonomy vs. affiliation) are illustrated by choices individuals make when deciding whether or not to remain anonymous while communicating online. Autonomy is often valued in Western societies, whereas Eastern societies tend to emphasize affiliation, suggesting that individuals in Western societies will gravitate toward online communities that allow lower levels of anonymity, while individuals in Eastern societies will be more likely to seek out online communities that promote higher levels of anonymity. The research presented in this article supports this notion, suggesting that we need to consider cultural differences when designing online communication systems and other communications technologies.     

Examination of community identification and interpersonal trust on continuous use intention: Evidence from experienced online community members

Members’ continued intention to use a community service is rooted in social identity. Past research has examined social identity but ignored the development of interpersonal trust through community identification. Drawing on social identity theory, one can conclude that community identification is the foundation of a member’s continuous use intention through interpersonal trust. Data come from responses to a two-stage survey of experienced members of an online game-based community. The findings support the belief that the identity of the community will strengthen long-term relationships within it. The projection of community identification on continuous use intention is tied to interpersonal trust.     

基于社群发掘构建在线社交网络的高层架构

针对在线社交网络的巨大规模和复杂结构造成的网络分析困难问题,提出建立简明的在线社交网络的高层架构。定义在线社交网络高层架构由社群、链接中心及其它们之间的关联关系组成,提出一种基于社群发掘的在线社交网络高层架构构建方法。通过建立定量属性图来表达在线社交网络,综合利用节点和边的属性进行社群发掘。基于社群发掘结果辨识连接中心,生成社群和连接中心之间的关联关系,从而构建起在线社交网络的高层架构,实现对复杂在线社交网络的高层次的简明表达。将该方法用于建立一个商业电子公告板(BBS)在线社交网络的高层架构,在关联强度和社群尺度分别为0.5和3时可获得良好的社群发掘结果,建立的高层架构与实际情况比较一致。     

The ties that bind: Social network principles in online communities

In a Web 2.0 environment, the online community is fundamental to the business model, and participants in the online community are often motivated and rewarded by abstract concepts of social capital. How networks of relationships in online communities are structured has important implications for how social capital may be generated, which is critical to both attract and govern the necessary user base to sustain the site. We examine a popular website, Slashdot, which uses a system by which users can declare relationships with other users, and also has an embedded reputation system to rank users called ‘Karma’. We test the relationship between user's Karma level and the social network structure, measured by structural holes, to evaluate the brokerage and closure theories of social capital development. We find that Slashdot users develop deep networks at lower levels of participation indicating value from closure and that participation intensity helps increase the returns. We conclude with some comments on mechanism design which would exploit these findings to optimize the social networks and potentially increase the opportunities for monetization.     

Framing norms in online communities

One problem many organizations deal with is how to effectively govern their online communities. Unlike employees, online community members often respond poorly to formal control mechanisms. This study develops theory on how moderators can build norms in online communities using frame analysis theory from the social movements literature. Through a case analysis of two communities focused on discussing recreational drugs, our findings demonstrate that norm formation is influenced by two phenomena: (1) norm acceptance, and (2) norm transience. Norm acceptance requires that moderators be consistent in their expression of norms. To a lesser extent, moderators must be credible in their expression of norms. If these things occur, the community will accept the norms. Norm transience, on the other hand, occurs when moderators are not sensitive to the community identity. If accepted norms are not aligned with community identity, they will be dropped by the community within one or two years.     

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.