Good Soldiers on the Web: Understanding the Drivers of Participation in Online Communities of Consumption

Yen, HsiuJu Rebecca; Hsu, Sheila Hsuan-Yu; Huang, Chun‐Yao

doi:10.2753/jec1086-4415150403

Cited by 91 publications

(80 citation statements)

References 71 publications

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“…Chen et al 2014;Casaló et al 2010). This knowledge further catalyzed researchers' interest in determinants and implications of users' participation in respective online communities such as Epinions.com, Timezone.com, or VirtualTourist.com (e.g., Bateman et al 2010;Casaló et al 2010;Chen et al 2014;Mathwick et al 2008;Siering and Muntermann 2013;Wirtz et al 2013;Yen et al 2011), wherein researchers commonly differentiate between two types of users' participation behavior, active and passive participation: While active users contribute to the content and relationships within the network, for example by commenting posts, passive users preferably browse the content without actively contributing to the network via content generation or relationship building (Chen et al 2014). As Bateman et al (2010) point out, in the past, research mainly suggested two competing positions as explanation of different types of participation behaviors: Some authors support the position that users' participation in online communities is driven by motives of self-interest, while others demonstrate that altruistic motivations have a stake in participative behaviors.…”

Section: Research Theme: User Behaviormentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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In recent years, social commerce evolved into an emerging phenomenon of global interest for marketers, businesses, and researchers alike. In light of this development, it is not surprising that the number of publications focusing on this phenomenon at the interplay of electronic commerce and social media has been rising substantially. The goal of this paper is to provide a structured overview of social commerce research by means of a structured literature review. Based on our literature search between 2007 and 2014 resulting in 116 published papers, we carve out and assess the knowledge and the research areas that have been predominantly addressed by the Information Systems, Electronic Commerce, and Marketing research community so far. By providing a research agenda, we hope that our results will stimulate and guide future research in this exciting field.

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Section: Research Theme: User Behaviormentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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“…In fact, if the content is functional (Lovett et al, 2013) and helps to solve users' problems it can spread quickly via WOM (Yen et al, 2011). This is because people enjoy helping others through sharing their knowledge in online platforms (Cheung and Lee, 2012;Hennig-Thurau et al, 2004).…”

Section: Informational Characteristicsmentioning

confidence: 99%

“…These types of information increase the willingness of people to engage with the content and WOM advertising (Nusair et al, 2010). Consumers perceive the discount or promotional information of companies as a reward (Yen et al, 2011) and an opportunity for themselves (Gruen et al, 2006).…”

Section: Informational Characteristicsmentioning

confidence: 99%

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Alboqami

Al‐Karaghouli

Baeshen

et al. 2015

IJIMA

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Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Keywords: electronic word of mouth; eWOM; social media; content analysis; marketer-generated content; MGC; Twitter; characteristics of tweets.Reference to this paper should be made as follows: Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C. and Ghoneim, A. (2015) 'Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter ', Int. J. Internet Marketing and Advertising, Vol. 9, No. 4, Biographical notes: Hassan Alboqami is a PhD student in the Business School at Brunel University in London since 2013. He obtains his Master degree at Hertfordshire University in the UK 2011. In his PhD, the research interests are electronic word of mouth (eWOM), social media and customer relationship management. Chris Evans is a Senior Lecturer in the Brunel Business School at Brunel University. His research interests include interactivity, Web 2.0 and social media, multimedia learning technology, and the adoption of innovative learning technologies. He is chair of the annual eLearning 2.0 international conference on social media for learning. Electronic word of mouth in social mediaAhmad Ghoneim is a Lecturer of eBusiness and Information Systems at Brunel Business School. He is a member of the (ISEing) group -a research centre of excellence that supports a number of (EPSRC) funded networks and projects. Ahmad is the Programme Chair for the annual EMCIS conference and is on the editorial board of the TGPPP journal. He also co-edited special issues for IJCEC and EJIS journals.All authors contributed equally and have been listed alphabetically.

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“…A study conducted by Sicilia & Palazon (2008) explore that members contribute in an OBC based on functional, social and entertainment values. Yen, Hsu, and Huang (2011) suggested three categories of drivers for member's participation in an OBC which are self-enhancement (includes improvement in reputation and rank), rewards (includes instrumental values) and problem solving support (it includes assisting other members in customizing, using or trouble shooting).…”

Section: Drivers Of Online Brand Communities (Obc)mentioning

confidence: 99%

“…When consumer join the OBC, he/she can gain or share communication among members about specific product or brand. The learning drivers refers to informational benefits which help consumer to gather and collect information about the product/brand and instrumental benefits consists on guiding and solving problems regarding product use (Nambisan & Baron, 2009;Yen et al, 2011). Social driver includes benefits that strengthen the member's participation through its knowledge about the product such as friendship, social enhancement and emotional support.…”

Section: Drivers Of Online Brand Communities (Obc)mentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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Good Soldiers on the Web: Understanding the Drivers of Participation in Online Communities of Consumption

Cited by 91 publications

References 71 publications

Social commerce—state-of-the-art and future research directions

Social commerce—state-of-the-art and future research directions

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

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