What is an online community? A new definition based around commitment, connection, reciprocity, interaction, agency, and consequences

Hammond, Michael

doi:10.1504/ijwbc.2017.10003567

Cited by 5 publications

(4 citation statements)

References 38 publications

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“…One approach of strengthening consumer engagement to a brand community is through social interaction based on shared knowledge and experience (Yang et al, 2017). Members' commitment indicates their behaviour and attitude towards the online community, such as community involvement, supporting other members, solving problems, spreading positive word of mouth about the community and so on (Hammond, 2017). Consumers are encouraged to join SMBC and share their experiences by sharing information, posting images, commenting or rating on various social media networks (Khan, 2017).…”

Section: Psychological Empowerment and Community Commitmentmentioning

confidence: 99%

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Shukla

Misra

Gupta

2023

JCM

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Purpose This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty. Design/methodology/approach Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling. Findings According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty. Practical implications SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive. Originality/value This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

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Section: Psychological Empowerment and Community Commitmentmentioning

confidence: 99%

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Shukla

Misra

Gupta

2023

JCM

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“…Within an online community, membership can become an important part of one’s social identity, and shared rules and social norms are able to develop (e.g. Hammond, 2017). A highly active online community might engage users enough to cause alienation or isolation from someone’s offline world and add to an ‘us/them’ feeling among its members (Ganor et al, 2007).…”

Section: Online Communitiesmentioning

confidence: 99%

The online structure and development of posting behaviour in Dutch anti-vaccination groups on Telegram

Schlette

Prooijen

Blokland

et al. 2022

New Media & Society

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Online communities play an important role in spreading public discontent and could contribute to polarization. This study focuses on anti-vaccination views in the Netherlands, which have intensified during the COVID-19 pandemic. We examined the structure and development of five Dutch anti-vaccination Telegram groups and studied their interactivity and posting behaviour. Using group-based trajectory modelling, we examined the development of users’ posting behaviour in these groups. We find four posting trajectories across all five groups. A small group of users contributes the majority of posts. Overall, posting frequency declines over time and our results do not show evidence for a group of users whose posting frequency increases. This is taken to indicate that only a small group of users spread their anti-vaccination views through Telegram groups. While social media can reach a broad audience, most users are not necessarily engaged to also actively contribute to the online anti-vaccination community.

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“…Communities can be classified according to different attributes such as size (number of members), age (period of existence), lifespan (from temporary to permanent), process of creation (intentional or spontaneous), boundary characteristics, composition (homogenous or heterogenous), and more, like their degree of reliance on information and communication technology (ICT; Wenger, McDermott, and Snyder 2002;Agrifoglio 2015). Based on how much communities rely on ICT, they can be classified into face-to-face (Wenger, McDermott, and Snyder 2002;Dubé, Bourhis, and Jacob 2006) or virtual (digital) communities (Rheingold 1991;Hammond 2016). However, this strict division into physical and virtual interaction is not suitable to describe the social interactions of the community that is the focus of this paper.…”

Section: Structural Aspects Of the Mojo Communitymentioning

confidence: 99%

“We in the Mojo Community” – Exploring a Global Network of Mobile Journalists

Salzmann

Guribye

Gynnild

2020

Journalism Practice

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Mobile journalism is a fast-growing area of journalistic innovation that requires new skills and work practices. Thus, a major challenge for journalists is learning not only how to keep up with new gadgets but how to advance and develop a mojo mindset to pursue their interests and solidify future work options. This paper investigates a globally pioneering network of mojo journalism, the Mojo Community, that consists of journalists and practitioners dedicated to creating multimedia content using mobile technologies. The study is based on empirical data from interviews with and the observation of the participants of the community over a two-year period. The analysis draws on Wenger's concept of "communities of practice" to explore the domain, structure, and role of this communal formation for innovation and change in journalistic practices. The community's core group is comprised of journalists mainly affiliated with legacy broadcast organizations and with a particular interest in and extensive knowledge of mobile technologies. The participants perceive their engagement with the community as a way of meeting the challenges of organizational reluctance to change, fast-evolving technological advancements, and uncertain job prospects.

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What is an online community? A new definition based around commitment, connection, reciprocity, interaction, agency, and consequences

Cited by 5 publications

References 38 publications

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

The online structure and development of posting behaviour in Dutch anti-vaccination groups on Telegram

“We in the Mojo Community” – Exploring a Global Network of Mobile Journalists

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