EXPLORING THE INFORMATIONAL AND SOCIAL VALUES
                                                OF
                         ...
WHAT WAS YOUR QUESTION?




                                     2
Prepared by Michael Ling
Motivation

                           • Frenzy in social media and an escalating interest in creating
                   ...
4
Prepared by Michael Ling
5
Prepared by Michael Ling
Brand Communities

                             •   "Brand communities are social entities that reflect the situated
     ...
Research Objectives

                           • The phenomenon under study is the increasing importance
                ...
Overview

                           • People participate in online communities because the online
                       ...
C2C Know-how Exchange Model (Gruen et al., 2005)



                                                                      ...
Motivation, Opportunity & Ability Constructs - Gruen et al. (2005)
                           • Motivation    Readiness, w...
Motivation




                              11
Prepared by Michael Ling
12
Prepared by Michael Ling
Informational and Social Benefits

                            • To access information        Furlong, 1981; Wellman et al...
Value Model


                 Service Quality


                                                                     Valu...
Overall Value




                                                           Emotional Support
                          ...
THE END.
                           THANK YOU




                               16
Prepared by Michael Ling
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Social Media - online communities

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Social Media - online communities

  1. 1. EXPLORING THE INFORMATIONAL AND SOCIAL VALUES OF ONLINE COMMUNITIES Michael Ling PhD Candidate at UNSW 8 June 2010 1 Prepared by Michael Ling
  2. 2. WHAT WAS YOUR QUESTION? 2 Prepared by Michael Ling
  3. 3. Motivation • Frenzy in social media and an escalating interest in creating brand communities around websites. • We know little how customers behave in those communities. • Research in online brand communities has been scarce and under-developed (Bagozzi and Dholakia, 2002). 3 Prepared by Michael Ling
  4. 4. 4 Prepared by Michael Ling
  5. 5. 5 Prepared by Michael Ling
  6. 6. Brand Communities • "Brand communities are social entities that reflect the situated embeddedness of brands in the day-to-day lives of consumers and the ways in which brands connect consumer to brand, and consumer to consumer.” (Muniz & O’Guinn, 2001)  From a „customer-brand‟ dyad Brand Firm into a „customer-customer- brand‟ triad (Muniz & O’Guinn, Focal 2001). Customer  From a „customer-customer- brand‟ into a „customer-centric’ Customer Product view (McAlexander et al, 2002). Customer-centric Model of Brand Community (McAlexander et al., 2002) • “the existence and meaningfulness of the community inhere in customer experience rather than in the brand around which that experience revolves.” (McAlexander et al, 2002). 6 Prepared by Michael Ling
  7. 7. Research Objectives • The phenomenon under study is the increasing importance of „customer-to-customer‟ interactions on an individual customer‟s intentions to participate in an online brand community. • The unit of analysis is an individual customer who is a participant of an online brand community. • To develop a „customer-to-customer‟ interactions model that examines its impact on an individual customer‟s behavior in an online brand community. 7 Prepared by Michael Ling
  8. 8. Overview • People participate in online communities because the online communities provide them with either information or social needs (Fischer, Bristor and Gainer, 1996; McLure Wasko and Faraj, 2000). • Consumers perceive online communities can offer: (i) functional value such as information and advice; (ii) social value such as self-esteem, friendship and social status; and (iii) entertainment value (Sicilia and Palazon, 2008). • Apart from entertainment value, the view that online communities provide functional and social benefits is widely supported (Burnett, 2000; Muniz and O’Guinn, 2001). 8 Prepared by Michael Ling
  9. 9. C2C Know-how Exchange Model (Gruen et al., 2005)  Gruen et al.‟s model is based on the MOA model developed by MacInnis and Jaworski (1989). Ability H1c  Explore factors that affect “the degree to which H2a,b C-to-C Loyalty H1a Know-how H4 Intentions customers enter into and engage in know-how Motivation H2a,b Exchange exchanges with other customers.” H1b Opportunity H3a  The MOA variables will operate in an additive or a compensatory manner only if each variable has achieved its minimum threshold and certain H3b Overall Value of H5 conditions are met. the Firm‟s Offering  Motivation is the primary factor; Opportunity and Ability will influence the effect of motivation. 9 Prepared by Michael Ling
  10. 10. Motivation, Opportunity & Ability Constructs - Gruen et al. (2005) • Motivation Readiness, willingness, interest, and desire to engage in information processing (Gruen et al., 2005).  Direct individuals to engage in goal-oriented behaviors and make decisions (Hoyer and MacInnis, 1997; MacInnis and Jaworski, 1989). • Opportunity Either a positive view of availability, or a negative view of impediments (MacInnis et al. 1991). May be more a function of the restrictions an individual  faces (e.g. time, connection availability) participating in the community (Gruen et al. 2005) • Ability The resources of a customer that influence the outcome of an event (Hoyer and MacInnis, 1997). The skills or proficiencies in interpreting brand information in an advertisement (MacInnis et al. 1991).  Competency in the process driving know-how exchanges, as opposed to competency in the content of the know-how that is being exchanged (MacInnis et al. 1991). 10 Prepared by Michael Ling
  11. 11. Motivation 11 Prepared by Michael Ling
  12. 12. 12 Prepared by Michael Ling
  13. 13. Informational and Social Benefits • To access information Furlong, 1981; Wellman et al., 1996; Hagel & Armstrong, 1997. • Member generated Hagel & Armstrong, 1997. content Information Benefits • Knowledge & Hiltz & Wellman, 1997; Rheingold, 1993; Sproull information are a & Faraj, 1997. valuable resource • Use of “weak ties” Constant, Sproull & Kiesler, 1996. to information • Social Support Thoits, 1982 • Sense of belonging Watson & Johnson, 1972. & affiliation • Self-identity Hogg, 1996, Social Benefits • Emotional Support, Furlong, 1989; Hiltz, 1984; Hiltz & Wellman, 1997; sense of belonging, Korenman & Whatt, 1996; Wellman, 1996; Wellman encouragement, & Gulia, 1999. companionship, reciprocity • Enjoyment & Holbrook, 2006; Sicilia & Palazon, 2008 entertaining 13 Prepared by Michael Ling
  14. 14. Value Model Service Quality Value Behavior Intentions Sacrifices Value is considered as a tradeoff in consumer‟s decision making between the relevant „gives‟ and „gets‟ (Bolton and Drew, 1988; Heskett et al, 1990; Zeithaml, 1988). Sacrifice is a broader construct that includes “non-pecuniary costs such as the time, effort, and risk assumption associated with a particular purchase” (Cronin et al., 1997). 14 Prepared by Michael Ling
  15. 15. Overall Value  Emotional Support Overall Benefits  Social Support  Sense of Belonging  Encouragement  Information Sacrifices 15 Prepared by Michael Ling
  16. 16. THE END. THANK YOU 16 Prepared by Michael Ling

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