Virtual communities

Virtual communities

1. impact as a reference group

   • stuctural carachteristics
     • size
     • number of connections
   • easy way out
     • open atmosphere
       • confessions and disclosures
   • voluntary to join
     • bond
       • commitment
         • deeper connection
           • greater influence
   • membership characteristics
     • social involvment
   • community influence
     • frequency
     • retrieve information
   • general characteristics
     • Internet proficiency

2. motivation for participation and contribution

   • goal of discussants
     • sharing knowledge
     • negotiation norms
     • opposing values
     • celebrating similarities
   • we - intentions
     • social identity
     • group norms
   • types of participants
     • self-interested helpers
     • consumer advocates
     • true altruists
     • multiple-motive consumers
   • causes
     • venting negative feelings
     • concern for other consumers
     • self-enhancement
     • advice seeking
     • social benefits
     • economic incentives
     • platform assistance
     • helping the company

3. extract marketing knowledge

   • research
     • membership analysis
       • participation
         • opportunists
         • functionalists
           • strategy: short background information
         • hobbyists
           • strategy: contest, poll
           • entertainment
         • informationalists
           • strategy: providing factual information
         • conversationalists
           • strategy: creating buzz, virality
           • interaction
         • core members
           • staretgy: new products
           • spreading the word, convincing others
           • experts
       • social involvement
         • insiders
         • devotees
         • minglers
         • tourists
       • membership life cycle
         • elders
         • leaders
         • regulars
         • novices
         • visitors
     • netnography

4. informational reference group

5. E-WOM