A Study on OSS Marketing and Communication Strategies

Bianco, Vieri Del; Lavazza, Luigi; Lenarduzzi, Valentina; Morasca, Sandro; Taibi, Davide; Tosi, Davide

doi:10.1007/978-3-642-33442-9_31

Cited by 13 publications

(8 citation statements)

References 7 publications

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“…Similarly prior studies have reported on successful OSS community-led marketing cases (e.g. Del Bianco et al, 2012). For example Krishnamurthy (2009) describes key features of the Mozilla Foundation's community-led marketing campaigns for its Firefox web browser (e.g.…”

Section: Discussionmentioning

confidence: 95%

Raising the general public’s awareness and adoption of open source software through social Q&A interactions

Choi

2015

Online Information Review

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Purpose -The purpose of this paper is to examine the general public's information needs concerning open source software (OSS) and OSS answerers' motivations for sharing their knowledge of OSS in social Q&A. Design/methodology/approach -Two studies were carried out. In Study 1, a content analysis classifying OSS-related questions posted during December 2005-December 2012 in Yahoo! Answers was employed to investigate the general public's information needs regarding OSS. In Study 2, an online survey was conducted with OSS answerers in Yahoo! Answers in order to examine what motivates them to share and continue to share their knowledge of OSS in social Q&A. In total, 1,463 invitations were sent out via Yahoo! Answers' internal e-mail function to those who provided answers to OSS-related questions . In total, 150 usable surveys were returned and used for data analysis. Findings -The findings from Study 1 indicate that the general public is most interested in finding out if there is OSS that meets their software need in a certain category (51.4 percent). Other popular question categories include the general description of OSS (15.6 percent), technical issues that they have with OSS (9.8 percent), and the advantages/disadvantages of using OSS (7.0 percent). Results on OSS answerers' motivations from Study 2 support that all seven motivations identified (i.e. altruism, enjoyment, ideology, learning, reputation, reciprocity, and self-efficacy) are important, with the smallest mean value being 4.42 out of seven (i.e. reciprocity). However, only altruism, ideology, self-efficacy, and enjoyment were found to significantly influence contribution continuance intention. Practical implications -With social Q&A growing in popularity, OSS communities that look for ways to draw in more users from the general public are recommended to increase their presence in social Q&A. The findings with regard to OSS answerers' motivations can also help OSS community leaders attract and guide more members who are interested in sharing their OSS knowledge in social Q&A. Originality/value -By classifying OSS-related questions that are publicly available in Yahoo! Answers, this study offers a breakdown of the general public's information needs regarding OSS. In addition, results on OSS answerers' motivations suggest that in order to sustain their member contributions in social Q&A, OSS community leaders should pay more attention to nurturing the motivations that are intrinsic (i.e. altruism, self-efficacy, enjoyment) and integrated (i.e. ideology).

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Section: Discussionmentioning

confidence: 95%

Raising the general public’s awareness and adoption of open source software through social Q&A interactions

Choi

2015

Online Information Review

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“…Instead, other models are usually considered by potential users when they select a new FLOSS product [5,9]. A few studies empirically investigated the motivations considered during the adoption of FLOSS by different organization [1,2,6,8,9,14,15]. In 2005, Glynn et al highlighted personal interest and relative advantage as important factors [14].…”

Section: Related Workmentioning

confidence: 99%

“…Product reliability and the degree to which a FLOSS product satisfies functional requirements turned out to be the most important adoption drivers. In 2012, Del Bianco et al, while investigating marketing and communication strategies of three FLOSS producers, highlighted that personal opinion and the product websites play an important role in FLOSS adoption [6]. In 2011 Basilico [26] and Lavazza [25] proposed an OSS evaluation model to recommend OSS providers the information they should publish on their portals, based on the information required by OSS identified in [1].…”

Section: Related Workmentioning

confidence: 99%

“…In the last ten years, several researchers have proposed FLOSS adoption models or investigated the motivations that lead to the adoption of FLOSS instead of other types of software [3,4,6,8,10,11]. The goal of this work is to take a snapshot of the current motivations that lead companies to integrate FLOSS in their products, and to support FLOSS producers in understanding which factors their users commonly look into when they are selecting software components.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Why Do Developers Adopt Open Source Software? Past, Present and Future

Lenarduzzi

Tosi

Lavazza

et al. 2019

IFIP Advances in Information and Communication Technology

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Free/Libre Open Source Software has evolved dramatically in the last twenty years and many open source products are now considered similar, or even better than proprietary counterparts. Given the evolution of softwareboth concerning its development and its usageit is likely that the motivations for adopting an open source rather than a proprietary product have changed over time. The goal of this work is to identify the current motivations for adopting open source software, and compare them with the motivations that held in the past. We conducted a set of interviews among software practitioners, asking them to rank motivations for the adoption of open source software, and we compared these new results with the motivations elicited in previous surveys published in 2010 and 2013. The results show that motivations have actually changed over time.

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“…In parallel, open source has grown to the level of importance where it has adopted many of the centralized development schemes traditionally associated with proprietary software. Moreover, open source quality increased year after year [2][3][4], and producers started to apply similar marketing models of proprietary [5]. As a result, companies started to consider open source as trustworthy of proprietary ones [6], and opening proprietary software has become a viable option [7][8][9].…”

Section: Introductionmentioning

confidence: 99%

How the Cathedral Embraced the Bazaar, and the Bazaar Became a Cathedral

Kilamo

Lenarduzzi

Ahoniemi³

et al. 2020

IFIP Advances in Information and Communication Technology

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Over the past 20 years, open source has become a widely adopted approach to develop software. Code repositories provide software to power cars, phones, and other things that are considered proprietary. In parallel, proprietary development has evolved from rigid, centralized waterfall approaches to agile, iterative development. In this paper, we share our experiences regarding this co-evolution of open and closed source from the viewpoints of tools, practices, and organizing the development work, concluding that today's bazaars and cathedrals have much more common characteristics than those that separate them.

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A Study on OSS Marketing and Communication Strategies

Cited by 13 publications

References 7 publications

Raising the general public’s awareness and adoption of open source software through social Q&A interactions

Raising the general public’s awareness and adoption of open source software through social Q&A interactions

Why Do Developers Adopt Open Source Software? Past, Present and Future

How the Cathedral Embraced the Bazaar, and the Bazaar Became a Cathedral

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