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Mar 22, 2013
Overview of online community participation research 2004 and 2013.
Online Communities Why do We Participate? FEBRUARY 7, 2013THE ROYAL INSTITUTION OF GB, LONDON
ONLINE COMMUNITIES WE DO WE PARTICIPATE?©Copyright - Purple Spinnaker - 2013
EMPLOYEE – CUSTOMER CONVERSATION MATRIX Employee Customer To Customer Customer To Customer Customer To Customer To Employee P Employee To Customer Employee To Customer Employees Listen r Content & i Content & Content & Content & Experience v Experience Experience Experience a t e Service & Service & Service & Service & Support C Support Support Support o - c r Product e Product Product Product a t Organisation Independent i Organisation Internal Managed Public Social Owned & Managed Intranet o Websites Public Social Channels n Channels ©Copyright - Purple Spinnaker Employee – Customer Conversation Matrix - 2013
WHY DO WE PARTICIPATE? PARTICIPATION©Copyright - Purple Spinnaker - 2013
ONLINE COMMUNITY PARTICIPATION MODEL – 2004 A Conceptual Model of a Consumers Participation in and Loyalty to an Online Community Characteristics Of Community H1 Member Loyalty Participation H3 To the in the Online Community Community H2 Characteristics Of Online CommunityQ1: Is there a positive relationship between characteristics of an online community and the level of participation of the membersQ2: Is there a positive relationship between member experience characteristics and the level of participation of the members.Q3: Is there a positive relationship between the level of participation in an online community and the loyalty of the members ©Copyright - Purple Spinnaker – Online Community Participation Model 2004
ONLINE COMMUNITY PARTICIPATION MODEL – 2004 Table 1 - represents the findings form the research study.Hypothesis Characteristics (variables) Community Duration of Hours in an online Participation Membership community H1 Member Characteristics & online experience No Effect H2 Interest*, inclusivity, Personalisation, Expertise* Positive Effect H2 Familiarity Positive H2 Expertise* Positive H2 Interest* Positive H2 Inclusivity and familiarity Positive H3 Member experience levels Positive H3 Community Participation Levels Positive * Expertise and Interest may be combined to create the Topical Variable ©Copyright - Purple Spinnaker – Online Community Participation Model 2004
ONLINE COMMUNITY PARTICIPATION MODEL – 2013 Kingston Business School & Purple Spinnaker 2013 model Characteristics Perceived Outcomes of Community Member Benefits Shared Functional Consciousness Value Self-discovery Inclusivity Value Interpersonal Connectivity Participation Topicality Social Enhancement Entertainment Customer expertise Value ©Copyright - Purple Spinnaker – Online Community Participation Model 2013
NEXT STEPS• Revised online survey to be run on a range of online communities in March – May 2013.• Results of surveys analysed June 2013.• Research published summer 2013.• Contact: firstname.lastname@example.org to participate in the research. ©Copyright - Purple Spinnaker – Online Community Participation Model 2013
ONLINE COMMUNITIES – WHY DO WE PARTICIPATE? THANK YOU Email: email@example.com Call: +44 7887 644 799©Copyright - Purple Spinnaker - 2013