How social a social networking platform can be

If we build the people, they'll build the business
Stef Karakasis introduces:
A set of complimentary factors providing insights & applications for creating
Paths of value through Online knowledge sharing.

Background + Focus
Social Networking has reached critical mass, how do we harness this for the business ?
Study a behavourial outcome in a particular context and provide linkage between people, processes and outcomes on a greater scale.

Context of the study =
Big Question: What are the factors which influence the sharing of knowledge in Online Communities of Practice on a Social Networking Platform?

Research approach
Weapons of choice
Online survey fuelled trough blogging @ Mindz.com & spreading updates via Twitter;
Over 2000 views on the 2 blogs describing the progress made resulting in collaboration with other 3 members of Mindz.com;
Regression Analyses + Path analysis (SPSS AMOS) to contrast results.

Online trust drives on personal experiences and significantly impacts WOM behaviour.
Context is key for Content.
Online trust does not have a significant impact on satisfaction with regards to the platform.

Interpersonal & Distributive justice matter the most for driving online trust.
We are socialpeople. This is not new.
You get what you give.

User experience (Social & Design)
Satisfaction and greater Satisfaction leads to greater
Word-of-Mouth via (collaborative) features such as Weblogs.

Most active members (Hubs) are those that are most likely to spread WOM and continue to share with others.
Human engagement for brand preference & Loyalty building.

Like slide from scot CFA
Using an Social Networking Platform significantly impacts WOM behaviour online
“ ...tools don’t get socially interesting until they get technologically boring.”
- Clay Shirky

Sharing is Caring
Privacy will become a bigger concern. Justice online

Increase sample size through performing research across platforms;
Collaborate with data mining (Clipit, StatSoft) & research companies (InSites) when going after focal relationships;
Always go for the holistic view and iterate as much as you can;
Talk to as much people from different backgrounds/ disciplines to gather insights & opinions;
Most Social Networking Platforms amplify that what there are seeded with, whether this is
promotional use (Mindz.com), social (Facebook) or transactional (Bitcoin);
WOM is the currency, since every customer is a potential journalist, brand spokesperson online.
Get out of the Building!!!

Back-up Slides
Tested research model;
Hypotheses

Results Tested Model
SocialROI = (Gains – Investment) = Mindz.com
Investment

Research Questions
Sub questions:
How does justice theory influence satisfaction within an OCoP?;
Positive, significant effect of justice on trust whereas interpersonal and distributive
justice showed having a positive significant impact on trust.
How does trust in community members influence SNP satisfaction?;
Trust does not have a significant impact on satisfaction concerning the SNP but does have a significant effect on WOM behaviour.
How does SNP satisfaction influence Word of Mouth behaviour?;
In this research the effects of WOM and the current ways in which members use the SNP were various but satisfaction regarding the SNP significantly impacts WOM behaviour.
How do the outcomes of SNP satisfaction influence the continuation of knowledge
sharing within an OCoP?
Communities and networks of practice reflect effects of social influence in that individuals adopt and continue using SNPs to enhance their existing social structures and generate new business. The way
members use the SNP, which could be self-promotion or relational activities, and how people respond to their personal efforts does impact their willingness to keep contributing to dialogue and possible collaboration with others.

Hypotheses
H1a: Justice is positively, significantly, related to SNP satisfaction - Accepted
H1b: Justice is positively, significantly, related to the intention to keep on sharingonline - Accepted
H1c: Distributive justice is positively, significantly, related to trust - Accepted
H1d:Procedural justice is positively, significantly, related to trust– Rejected*
H1e:Interpersonal justice is positively, significantly, related to trust – Accepted*
H1f: Informational justice is positively, significantly, related to trust - Accepted
H2a: Trust in members is positively, significantly, related to SNP satisfaction – Rejected**
H2b: Trust in members is positively, significantly, related to Word-of-Mouth behaviour - Accepted
H3: SNP satisfaction is positively, significantly, related to SNP uses - Accepted
H4a: SNP uses is positively, significantly related to the intention to keep on sharing online - Accepted
H4b: SNP uses is positively, significantly related to WOM behaviour - Accepted
H5a: SNP satisfaction is positively, significantly, related to SNP WOM behaviour - Accepted
H5b: SNP WOM behaviour is positively, significantly related to the intention to keep
on sharing online- Accepted
* Proc. (negative) & Interp. Justice turned out to be non-significant in the regression analysis.
** Justice  Continuance of sharing: weaker significant effect in regression then path analysis.

How social a social networking platform can be

by Stefanos Karakasis on Oct 05, 2011

Accessibility

Categories

Upload Details

Usage Rights

Statistics

How social a social networking platform can be Presentation Transcript