User Roles in Online Communities and Their Moderating Effect on Online Community Usage Intention: An Integrated Approach

Akar, Ezgi; Mardikyan, Sona; Dalgić, Tevfik

doi:10.1080/10447318.2018.1465325

Cited by 36 publications

(28 citation statements)

References 73 publications

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“…The most active members are associated with the sharing (rather than seeking) of knowledge, while ‘common’ members are behind the most common knowledge activation types, and the older community members are connected to the more involved knowledge creation patterns (on issues of concern). We add to the literature on roles within autonomous online communities (Akar et al, 2018; Kozinets, 1999; Mathwick et al, 2008) by connecting community membership duration and intensity to different contributions to collective knowledge within the community.…”

Section: Discussionmentioning

confidence: 99%

Knowledge sharing and accumulation dynamics in autonomous online consumer communities: Individual and collective levels

Demangeot

Sankaran

Tagg

2019

Recherche et Applications en Marketing (English Edition)

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Enabling the sharing of dormant consumer knowledge, autonomous online consumer communities constitute communities of consumption practice. Drawing from the knowledge management literature, this article investigates consumer knowledge activation and accumulation dynamics in online communities within the naturalistic setting of an online forum. The netnographic study identifies different patterns of knowledge activation, giving insights into the kind of consumer knowledge that emerges in autonomous online communities. Different characteristics of online communities such as potential presence of rare knowledge, breadth of views or additive value of similar views are leveraged, to produce different types of collective knowledge. The study contributes to the online communities literature by deconstructing the dynamics of knowledge sharing and accumulation in autonomous communities; these function as communities of consumption practice and contribute to consumer empowerment through building collective knowledge from individual activations. It contributes to the consumer knowledge literature a two-level, individual and collective, characterisation of knowledge activation and accumulation.

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Section: Discussionmentioning

confidence: 99%

Knowledge sharing and accumulation dynamics in autonomous online consumer communities: Individual and collective levels

Demangeot

Sankaran

Tagg

2019

Recherche et Applications en Marketing (English Edition)

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“…Par ailleurs, les membres plus anciens de la communauté sont liés aux modèles de création de connaissances autour de sujets de préoccupation. Nous contribuons à la littérature sur les rôles au sein des communautés en ligne autonomes (Akar et al, 2018; Kozinets, 1999; Mathwick et al, 2008) en reliant la durée et l’intensité de l’appartenance à la communauté à différentes contributions aux connaissances collectives au sein de la communauté.…”

Section: Discussionunclassified

Dynamiques d’activation, de partage et d’accumulation des connaissances au sein des communautés autonomes de consommateurs en ligne, aux niveaux individuel et collectif

Demangeot

Sankaran²,

Tagg

2019

Recherche et Applications en Marketing (French Edition)

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Résumé Facilitant le partage des connaissances latentes des consommateurs, les communautés autonomes de consommateurs en ligne constituent des communautés de pratique de consommation. S’inspirant des études sur la gestion des connaissances, cet article étudie les dynamiques d’activation et d’accumulation des connaissances des consommateurs au sein des communautés en ligne dans le cadre naturel d’un forum en ligne. Cette étude netnographique identifie différents modèles d’activation des connaissances, en donnant un aperçu du type de connaissances des consommateurs qui émerge au sein des communautés en ligne autonomes. Différentes caractéristiques des communautés en ligne, et notamment la présence éventuelle de connaissances rares, la diversité des points de vue ou la valeur ajoutée d’opinions similaires, sont exploitées afin de produire différents types de connaissances collectives. Cette étude contribue à la littérature sur les communautés en ligne en décomposant les dynamiques de partage et d’accumulation des connaissances dans les communautés autonomes, qui agissent comme des communautés de pratique de consommation et participent au renforcement du pouvoir des consommateurs en développant des connaissances collectives à partir d’activations individuelles. Elle contribue à la littérature consacrée aux connaissances des consommateurs en caractérisant l’activation et l’accumulation des connaissances, tant au niveau individuel que collectif.

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“…The methodology of the study includes five steps (Akar et al, 2018). The first three steps show how the network was designed.…”

Section: Methodsmentioning

confidence: 99%

“…However, the fast-greedy algorithm divides the whole network into four subcommunities with the modularity of 0.1952174 (Akar et al, 2018). The first subcommunity includes 4,611 members, the second one involves 17,444 members, the third one consists of 6,594 members, and the last subcommunity includes only 66 members.…”

Section: Community Detectionmentioning

confidence: 99%

User Roles and Contribution Patterns in Online Communities: A Managerial Perspective

Akar

Mardikyan

2018

Sage Open

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Online communities are one of the powerful digital sources for businesses to analyze online users' behavioral data. In this sense, it is important for practitioners to know how to motivate community members, to keep them amused and regularly engaged in the community. But, practitioners should be aware that different user types exist in online communities, and they should understand these members' diverse needs to manage these communities successfully and to give a better service to their members. Concordantly, this study focuses on the problem of the existence of different user types in online communities and development of different strategies for their motivation, involvement, and communication. Unlike previous studies, this study considers theories across managerial and social domains, conducts social network analysis, and considers users' contribution patterns in an online community to identify particular user types in an online community. The study also presents motivational strategies for practitioners to keep each type of users frequently amused in online communities.

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User Roles in Online Communities and Their Moderating Effect on Online Community Usage Intention: An Integrated Approach

Cited by 36 publications

References 73 publications

Knowledge sharing and accumulation dynamics in autonomous online consumer communities: Individual and collective levels

Knowledge sharing and accumulation dynamics in autonomous online consumer communities: Individual and collective levels

Dynamiques d’activation, de partage et d’accumulation des connaissances au sein des communautés autonomes de consommateurs en ligne, aux niveaux individuel et collectif

User Roles and Contribution Patterns in Online Communities: A Managerial Perspective

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