A Review on Community Management
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This document discusses a social influence model of consumer participation in virtual communities. It analyzes how individual motives, social influences from groups, and group norms can impact participation levels. Small group-based communities see stronger impacts from maintaining social connections and identity, while network-based communities are impacted more by self-discovery values. Community managers should focus on understanding how value perceptions, social identity, group norms, and agreement levels influence participation.
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A Review on Community Management
- 1. Community Management Why participate... How to manage... Review | A social in鍖uence model of consumer participation in network- and small-group-based virtual communities Dholakia & Bagozzi & Pearo Friday, November 15, 13
- 2. virtual community engage online personal goals shared goals small group based network based Friday, November 15, 13 meet collaborate
- 3. background theories for participation goal directed behavior & social identity goal oriented fashion set of motivations individual level & group level Friday, November 15, 13 emotional pyschological evaluational
- 4. constructs for participation social identity group norms mutual agreement accommodation among group members Friday, November 15, 13
- 5. individual motives informational value instrumental value purposive value maintaining interpersonal connectivity social enhancement entertainment value Friday, November 15, 13 group referent
- 7. social in鍖uences & group norms higher levels of value perception 1 2 stronger social identity 3 stronger group norms 4 5 willingness to mutually accommodate mutual agreement 10 6 8 7 stronger desires to participate 9 higher levels of we-intentions 12 higher levels of participation Friday, November 15, 13 11
- 8. small group vs. network based communities small group based network based identi鍖cation with a speci鍖c group within the venue identi鍖cation with the online venue itself relatively specialized broader content members know each other super鍖cially associated members often have commercial focus not necessarily commercially focused stronger interpersonal connectivity and social enhancement stronger purposive and self discovery value perceptions the impact of maintaining interpersonal connectivity and social enhancement on group norms and social identity stronger the impact of purposive and self discovery values on group norms and social identity stronger Friday, November 15, 13
- 9. conclusions for community management value perception is the trigger social identity and group norms are the keys for participation mutual agreement and accommodation are the mediators for participation small based and network based groups should be treated in different ways Friday, November 15, 13