Knowledge sharing in online health communities: A social exchange theory perspective

Online health communities (OHC) are becoming valuable platforms for patients to communicate and find support. These communities are different from general online communities. The knowledge shared in an OHC can be categorized as either general (public) or specific (private), and each category is shared in vastly different ways. Using the social exchange theory, we propose a benefit vs. cost knowledge sharing model for OHCs. The benefits are mainly based on Maslow's hierarchy of needs, and the cost includes cognitive and executional costs. We use this benefit vs. cost model to examine how OHC members share general and specific knowledge. Data were collected from 323 users of two well-known OHCs in China and were analyzed using the structural equation model. The results demonstrate that three factors positively impact the sharing of both general and specific knowledge: a sense of self-worth, members’ perceived social support, and reputation enhancement. Another factor, face concern, has a negative influence on specific knowledge sharing and a positive influence on general knowledge sharing. Executional cost only negatively impacts general knowledge sharing, and cognitive cost only negatively impacts specific knowledge sharing. This study of OHCs reveals that personal benefits promote knowledge sharing and costs prohibit it. These impacts vary between general knowledge and specific knowledge sharing.     

Examining knowledge contribution from the perspective of an online identity in blogging communities

Knowledge contribution is one of the essential factors behind the success of blogging communities (BCs). This research studies knowledge contribution behavior in a BC from the perspective of knowledge contributors and their characteristics using the lens of social identity theory. Social identity theory asserts that individuals are fundamentally motivated to present or communicate their identities in everyday social life through behavior. A similar line of reasoning can be used to argue that members of a BC would also be motivated to communicate their online identities through their behavior, that is, through knowledge contribution in the BC. Specifically, this study conceptualized the online identity and examined the effects of its personal (online kindness, online social skills, and online creativity) and social aspects (BC involvement) on knowledge contribution. The data was collected using an online survey from the members of Cyworld, a popular BC in South Korea and a few other countries (members from South Korea were included in this study). The results indicate that both the personal and social aspects of online identity and their interactions significantly influenced knowledge contribution. Based on the findings, this study offers suggestions to organizers of BCs to enhance the knowledge contribution from their members.     

Mechanisms underlying aggravation and relaxation of virtual aggression: a Second Life survey study

Most studies on user aggression in virtual worlds have mainly focused on the causes of aggressive behaviour, but only a few have focused on the factors that relieve it. This study was conducted to determine the causes of aggression relaxation and aggravation in virtual worlds, using an approach that significantly differs from that used in previous research. We examined the mechanisms that affect aggravation and relaxation of virtual aggression, and suggested ways to resolve problems with aggression. A survey was conducted with 112 Second Life users to examine how commitment, belief, avatar attachment, desensitisation, and addiction were related to self-control and control disorder, and how the two latter factors affected virtual aggression. The survey also examined how virtual aggression influenced the intention for attacking behaviour in the real world. The results showed that (1) belief is a positive predictor of self-control, which has a negative impact on virtual aggression, (2) addiction is a positive predictor of control disorder, and (3) anger in virtual worlds is significantly connected to aggression in the real world.     

Moving toward a theory: Testing an integrated model of cyberbullying perpetration,aggression, social skills,and Internet self-efficacy

Research on cyberbullying has been steadily growing among scholars who endeavor to understand when and under what conditions it occurs. This study utilizes general aggression theory to contribute to a better theoretical understanding of the confluence of inputs that goes into decision-making involving cyberbullying perpetration. Young adult college students were surveyed to examine whether person-specific inputs, including trait verbal aggression, Internet self-efficacy, and social skills, contribute to cyberbullying perpetration. Results indicated that verbal aggression was consistently positively associated with cyberbullying perpetration. Further analysis revealed that the interaction between verbal aggressiveness and social skills on cyberbullying perpetration depended on one's level of Internet self-efficacy. At low levels of Internet self-efficacy, trait aggressiveness and social skills do little to inform cyberbullying perpetration; however, participants with high Internet self-efficacy and high trait verbal aggressiveness are less likely to send hurtful or embarrassing messages over the Internet or mobile technologies as their social skills grow. Contributions to theory and practice are discussed.     

Virtual communities: A marketing perspective

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, ‘word-of-mouse’ has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research, the authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns; and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed.     

Understanding lurkers in online communities: A literature review

In internet culture, lurkers are a special group of website users who regularly login to online communities but seldom post. This study aims to provide an overall understanding of lurkers by explaining the definition of lurkers, discussing the reasons for lurking and providing suggestions on de-lurking. To understand the reason for lurking, this study first explains why people participate in online communities by building an integrated model of motivational factors of online behaviors. This model classifies motivational factors into four categories: the nature of the online community, individual characteristics, the degree of commitment and quality requirement. Based on this model, four types of lurking reasons are identified: environmental influence, personal preference, individual-group relationship and security consideration. Finally, several strategies for motivating participation in online communities are provided, including external stimuli, improved user-friendliness, encouragement of participation and guidance for newcomers.     

Consumer behavior in online game communities: A motivational factor perspective

The concept of online communities has been used to improve customers’ loyalty in recent years. While studies on transaction community such as online auction have received more attention in the literature, entertainment community such as online game has seldom been addressed. This study applies the theory of reasoned action (TRA) and modifies the technology acceptance model (TAM) to propose a research model. An empirical study involving 356 subjects was conducted to test this model. The results indicate that customer loyalty is influenced by perceived enjoyment, social norms and preference. Perceived cohesion has an indirect impact on loyalty. In addition, the finding’s practical implication suggests that community managers must overcome the problems users encounter, including suffering from an unstable system, malicious players and grief players.     

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.     

Internet use and verbal aggression: The moderating role of parents and peers

This research investigated the influence of parent–adolescent communication quality, as perceived by the adolescents, on the relationship between adolescents’ Internet use and verbal aggression. Adolescents (N = 363, age range 10–16, M_T1 = 12.84, SD = 1.93) were examined twice with a six-month delay. Controlling for social support in general terms, moderated regression analyses showed that Internet-related communication quality with parents determined whether Internet use is associated with an increase or a decrease in adolescents’ verbal aggression scores over time. A three way interaction indicated that high Internet-related communication quality with peers can have disadvantageous effects if the communication quality with parents is low. Implications on resources and risk factors related to the effects of Internet use are discussed.     

Personality traits and knowledge sharing in online communities

Adopting diffusion theory and the concept of social value orientation, the effects of personality traits on knowledge sharing in a virtual open content community are investigated. In addition to the main effects of personality, it was hypothesized that intrinsic motivations would moderate the effects on knowledge sharing. A sample of N = 256 active users of Wikipedia provided measures of personality, motivation, and knowledge sharing. Latent regression analyses support the notion that authorship of Wikipedia is associated with higher levels of trendsetting and a prosocial value orientation. Moreover, moderation analyses demonstrate that the effect of the latter is moderated by individual differences in motivations to write. Differences with regard to opinion leadership could not be confirmed.     

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.     

Teacher guidelines for cross-national virtual communities in primary education

Abstract The purpose of this study is to provide guidelines for teachers to carry out cross‐national educational projects in schools through the introduction of virtual environments as a means of reshaping classroom‐based activities. The theoretical foundations of the study are rooted in computer supported collaborative learning and the community of learners model. The case of Euroland is discussed as a successful example of mixing a face‐to‐face community with a larger community, which populates a virtual space. The virtual space used in this project features two pieces of software – a discussion forum and a three‐dimensional virtual world – each of which are considered to be complementary. Students (ranging from 9 to 14 years old) from seven schools located in two European countries (Italy and The Netherlands) participated in the project. The development of Euroland took place across three temporal phases. These are described through four indicators, considered as relevant practices that are easily observed. The first indicator relates to the use of tools embedded within the virtual environments, very exploratory in the first phase, becoming more and more integrated in the phases that follow. The second indicator relates to the quality of interaction with partners at a distance, initially based on a simple representation and awareness of them, ultimately becoming more precise and detailed. The third indicator relates to the development of a sense of belonging to a community, initially limited to the in‐the‐classroom community and then progressively extended to the virtual community as indicated by the increased amount of time devoted to navigation and online activities and an increased use in quoting instances of activities in online life. The final indicator refers more specifically to the range of educational strategies' teachers should use in such contexts. As results of the analysis of how the indicators are set during each phase, teachers' guidelines are established. Teacher guidelines are given by differentiating between in‐classroom and online contexts with the aim of obtaining the best possible results in accomplishing a project‐like Euroland.     

Trust-based protocols for regulating online,friend-of-a-friend communities

An online community is a group whose members are connected by means of information technologies, typically the Internet rather than face to face. Online communities allow social and cultural barriers to be spanned for communication. Social communities rely on interpersonal trust to regulate cohesion in their communities. After a general discussion, we offer protocols that extend viability of friend-of-a-friend framework along with experimental results.     

Predicting continuance in online communities: model development and empirical test

Popular interest in online communities has grown rapidly in recent years as a result of the widespread diffusion of Web 2.0 applications. However, the full values and potential of online communities cannot be realised without users' ongoing participation. Thus, this study aims at developing and empirically testing a research model to examine users' continuance intention to participate in an online community based on an extended information systems (IS) continuance model. Specifically, entertainment value and affective commitment are included in the IS continuance model and empirically examined in the context of online communities. A total of 240 returns collected from an online survey, which was conducted among users of a website bulletin board-based community in China, were analysed using partial least squares. The results reveal that users' continuance intention to participate in an online community is determined by both satisfaction and affective commitment. Satisfaction and affective commitment are, in turn, influenced by positive disconfirmations of purposive and entertainment values. The findings of this study contribute not only to theory building in online community continuance but also inform online community moderators in their effort to develop strategies for retaining their users.     

Leveraging online communities in fostering adaptive schools

There has long been a call for schools to prepare students for the twenty-first century where skills and dispositions differ significantly from much of what has historically characterized formal education. The knowledge based economy calls for policy and pedagogical efforts that would transform schools. Schools are to foster communities of learners. This paper suggests that para-communities may be points of leverage in the fostering of adaptive schools. A critical analysis is done on the differences between para-communities (such as online communities) and schools; and an argument is made that they each serve differing goals and should be left distinct because they achieve different societal and economic demands.     

Forming relationship commitments to online communities: The role of social motivations

Although administrators of online communities (OCs) may focus on improving their OCs through upgrading technology and enhancing the usability of their OCs to attract additional users, the level of OC participation may be associated with social motives. The purpose of this study is to understand how social motivations (that is, network externalities and social norms) affect members committed to OCs. This study tests the hypotheses on data collected from 396 undergraduate students. Data analyses show that network externalities and social norms directly influence social interaction ties, which subsequently results in commitment toward a community. Social norms also directly influence relationship commitments to a community. The results provide insights into how social motivations lead to commitment to an OC, reminding OC administrators to encourage member commitment to the OC from the perspective of social motivations.     

Increasing participation in online communities: A framework for human–computer interaction

Online communities are becoming an accepted part of the lives of Internet users, although participation in these communities is dependent on the types of people that form them. Some of the online community’s members do not participate, people referred to as lurkers, whereas others who have been in the community for a long time, referred to as elders, participate regularly and support others. Understanding what drives these individuals and how they chose whether or not to participate will lead to online communities that thrive. This paper proposes a conceptual framework to describe what drives such individuals to carry out actions such as posting messages and adding content (level 1), the cognitions they use to determine whether or not to take such actions (level 2) and the means by which they go about carrying out the action in the environment (level 3). Finally, the framework is applied to the problem of encouraging members to participate by discussing the methods by which people can be persuaded to participate by changing the way they interpret their desires and their environment.     

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.     

A dynamic bibliometric model for identifying online communities

Predictive modelling of online dynamic user-interaction recordings and community identification from such data becomes more and more important with the widespread use of online communication technologies. Despite of the time-dependent nature of the problem, existing approaches of community identification are based on static or fully observed network connections. Here we present a new, dynamic generative model for the inference of communities from a sequence of temporal events produced through online computer- mediated interactions. The distinctive feature of our approach is that it tries to model the process in a more realistic manner, including an account for possible random temporal delays between the intended connections. The inference of these delays from the data then forms an integral part of our state-clustering methodology, so that the most likely communities are found on the basis of the likely intended connections rather than just the observed ones. We derive a maximum likelihood estimation algorithm for the identification of our model, which turns out to be computationally efficient for the analysis of historical data and it scales linearly with the number of non-zero observed (L + 1)-grams, where L is the Markov memory length. In addition, we also derive an incremental version of the algorithm, which could be used for real-time analysis. Results obtained on both synthetic and real-world data sets demonstrate the approach is flexible and able to reveal novel and insightful structural aspects of online interactions. In particular, the analysis of a full day worth synchronous Internet relay chat participation sequence, reveals the formation of an extremely clear community structure.     

Empathy online

Members of online support communities help each other by empathising about common problems and exchanging information about symptoms and treatments. Results from two studies indicate that: empathy occurs in most online textual communities; empathetic communication is influenced by the topic being discussed; the presence of women tends to encourage empathy; and the presence of moderators not only reduces hostility but also appears to encourage empathy. The paper explores how empathy may be affected by pace of interaction, mode of expression and the way people reveal themselves in synchronous and asynchronous communities. As we advance towards technically better computer virtual environments, it is timely to pay greater attention to social issues such as empathetic communication.