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Net Gain: Expanding Markets Through Virtual Communities
Abstract
What are virtual communities? How do they operate? How can they help expand markets, increase visibility, and improve profitability? What effects have they had on business models and marketing strategies? John Hagel discussed these issues in his keynote speech at the Direct Marketing Association's 1998 net.marketing Conference held April 1998.
... 1 Raziskovanje spletnih skupnosti se je razmahnilo že v 90. letih prejšnjega stoletja (Rheingold 1993;Aoki 1994;Trček 1995;Kling 1996;Valauskas 1996;Hagel in Armstrong 1997;Lazar in Preece 1998;Smith in Kollock 1999;Rheingold 2000), pri čemer je značilna prisotnost številnih opredelitev, ki se v dinamičnih digitalnih kontekstih niso izkazale kot enostavno pojmljive in enopomenske. Opredeljevanje spletnih skupnosti se kaže kot izjemno razsežno in težko opisljivo zaradi številnih razlogov: (1) različnih poimenovanj (elektronske skupnosti, skupnosti v kiberprostoru ali kibernetske skupnosti, internetne skupnosti, virtualne skupnosti, spletne skupnosti) (Rheingold 1993;Kling 1996;Valauskas 1996;Smith in Kollock 1999;Kozmus 2004;Plant 2004); (2) različnih interpretacij, kaj lahko družbene forme prispevajo novega in v kakšnem obsegu lahko nadomeščajo »zgubljene skupnosti« (van Dijk 1998;Praprotnik 2003;Fernback 2007;Matzat 2010); (3) različnih opredelitev okoliščin in značilnosti, v katerih se potencialno lahko razvijejo spletne skupnosti (Jones 1997;Jones in Rafaeli 2000;Plant 2004;Fernback 2007;Lenarčič 2010); (4) različnih opredeljevanj pojma (fizičnih) skupnosti, ki ni nujno vezan na spletno, virtualno ali kibernetsko okolje itd. 2 S hitro spreminjajočimi se aplikacijami, ki predstavljajo tehničnopodporni element spletnih skupnosti, se potencial spletnih skupnosti ne prepoznava le na ravni komunikacijskih in socialnih procesov, ampak tudi z vidika uporabnosti v okviru organizacij, izobraževanja, zdravstva, profesionalnih združenj, družbenih gibanj, poslovnih in 1. Pojem spletna skupnost izhaja iz angleške različice pojma online community, ki se je zadnjem desetletju močneje uveljavil (Preece in dr. ...
... Izhajajoč iz tega, so se znanstvene razprave osredotočile na iskanje najbolj veljavnih opredelitev spletnih skupnosti (Valauskas 1996;Jones 1997;van Dijk 1998;Fernback 1999;Smith in Kollock 1999;Bateman Driskell in Lyon 2002), kar pa na ravni raziskovanja določenih namenov, okvirov ali opisov družbenih pojavov niti ni bistvenega pomena (Bahovec 2005). Predvsem v zadnjem desetletju je v okviru znanstvenih diskusij mogoče zaznati trend preusmeritve od proučevanja opredelitev spletnih skupnosti k iskanju njihovih tipologij (Hagel in Armstrong 1997;Lazar in Preece 1998;Burnett 2000;Brint 2001;Stanoevska-Slabeva in Schmid 2001;Katzy in Ma 2002;Stanoevska-Slabeva 2002;Plant 2004;Porter 2004;Dubé in dr. 2006;Peters 2006;Hara in dr. ...
... v organizacijah (Dubé in dr. 2006), poslovnih okoljih (Katzy inMa 2002), vidike uporabnosti (de Souza in Preece 2004), izmenjave informacij (Burnett 2000) in znanja (Hara in Hew 2007) ali pa je njihova potreba utemeljena z vidika ekonomske koristi (Hagel in Armstrong 1997;Kim 2000;Lechner in Hummel 2002;Franz in Wolkinger 2003). V prvem delu pričujočega prispevka predstavimo pluralnost pojmovanja in opredelitev spletnih skupnosti, hkrati pa opozorimo na nesmiselnost iskanja novih opredelitev. ...
The social complexity and dynamics of online communities do not allow for
them to be unambiguously defned which is why the concept attracts plural defnitions
and conceptualisations. The purpose of this paper is not to generate the most valid
defnition of the concept but to form a typology of online communities. based on a
synthesis of key defnitions of the concept of online community and a critical evaluation
of existing typologies, the paper proposes a new typology of online communities and
presents their fundamental characteristics. The presented typology is based on three
variables: (1) the prevailing relationship orientation of the online community; (2) the
multi-functionality of the online community; and (3) types of online communities. The
typology identifes 12 ideal types of online communities which can serve as a heuristic
tool for further analyses, research, theorisations and the accumulation of new knowledge about such communities.
... Ayrıca bir endüstri, belirli iş kategorileri ya da işletme türleri etrafında tanımlanabilir. Her durumda toplulukların amacı, benzer endişe ve gereksinime sahip kullanıcıları bir araya getirmek amacıyla ortak bir odak oluşturmaktır (Hagel, 1999). Örneğin topluluk üyelerinin merak ettikleri sorulara yanıt aradıkları Google Answers, Yahoo Answers, Askville, gibi bazı platformlar bulunmaktadır. ...
... Çünkü siber toplulukların değeri, katılan insan sayısı ile doğru orantılıdır. Belirli bir alanda uzmanlık sahibi yüzlerce insan olduğunda o yer daha kıymetli ve çekici hale gelir (Hagel, 1999). Bu sebeple Metaverse'ün yeni bir topluluk oluşturma ve topluluklar arasındaki bağları güçlendirme konusundaki başarısı, toplum tarafından benimsenmesi ve kullanımının artması ile doğru orantılı olacaktır. ...
... Ayrıca bir endüstri, belirli iş kategorileri ya da işletme türleri etrafında tanımlanabilir. Her durumda toplulukların amacı, benzer endişe ve gereksinime sahip kullanıcıları bir araya getirmek amacıyla ortak bir odak oluşturmaktır (Hagel, 1999). Örneğin topluluk üyelerinin merak ettikleri sorulara yanıt aradıkları Google Answers, Yahoo Answers, Askville, gibi bazı platformlar bulunmaktadır. ...
... Çünkü siber toplulukların değeri, katılan insan sayısı ile doğru orantılıdır. Belirli bir alanda uzmanlık sahibi yüzlerce insan olduğunda o yer daha kıymetli ve çekici hale gelir (Hagel, 1999). Bu sebeple Metaverse'ün yeni bir topluluk oluşturma ve topluluklar arasındaki bağları güçlendirme konusundaki başarısı, toplum tarafından benimsenmesi ve kullanımının artması ile doğru orantılı olacaktır. ...
First defined fictionally in 1992, "Metaverse" is a new universe model in which individuals feel themselves mentally when considered together with today's technology. This universe, which has been included in daily life starting from cyber experiences, the first examples of which are based on digital game technology, has been accepted as the "future of the internet" by many experts and institutions as the attention of big technology companies has shifted to this field. Online life, which started to enter the life of human beings with cyber reality, has taken another dimension with the “Metaverse” and settled at a point where the real world and the cyber world intersect, but beyond both, even taking over the physical reality. Metaverse, which is considered as the continuation of the online process included in all areas of life, especially with the New Coronavirus Pandemic; can be defined as a cognitive transfer of physical knowledge, skills, and experiences. Metaverse, which opens functional areas of experience to its users in many fields from medicine to art, can create a new society that is an alternative to the traditional social order due to its decentralization. In this respect, it also decentralizes the elements that determine sociality such as identity and space. Working on the axis of the stated, Metaverse technology and its innovations, from the individual to the society within the framework of the elements that make up the social; has been questioned on the axis of space, identity, and society, and considering the potential of Metaverse to increase intercultural interaction, it has been concluded that the new community consciousness will be formed in a much different area than the old one and around completely different values.
... Virtual communities (Rheingold 1993), defined by Mansell et al. (2000: 252) as "specific locale in the World Wide Web that have been designed to attract a particular audience, not only for a single viewing or for a single purpose, but repeatedly and for a variety of purposes", are based on membership and repeated communication between community users, rather than Internet users and the website operator herself (such as mailorder websites). An essential prerequisite for self-sustaining virtual communities is common interests that bind community members together -for this reason, Hagel & Rayport (1997) speak of "communities of interest" (see section 3.4). ...
... Virtual communities (Rheingold 1993) and communities of interest (Hagel and Rayport 1997) are concepts to create a sort of lock-in through network externalities that result from a large installed base of users. These users are supposed to be bound together by common interests, ensuring a high customer loyalty to the service. ...
... The aim of communities is to achieve a customer relationship by increasing the customer's product competence (cf. [Belz et al. 1997], [Hagel/Amstrong 1997] and [Muther 1998, 73]). Communities generate greater customer loyalty, further tighten the customer relationship and provide more detailed insight into customer requirements through observation of communication processes. ...
... See also the models of[Hagel/Amstrong 1997] and[Rayport 1994, 504].26 See also the model of business networking proposed in Chapter 2.4. ...
Electronic commerce, supply chain management, customer relationship management, and other forms of Business Networking will fundamentally change the way business will be conducted in the information age. We will see close collaboration between processes of different enterprises, and above all, new enterprises and new processes. Business Networking offers exceptional opportunities for fast innovators and harbors fundamental risks for slowpokes. Business Networking proposes a process-oriented model for Business Networking and the concept of networkability to develop realistic strategies for managing enterprise relationships in the Internet economy. It is written to serve academic and professional audiences and formulate key success factors and management guidelines. All ideas were developed in close cooperation of research and practice and are documented in numerous original case examples.
... Also, the virtual community is defined as " a broad subculture has emerged around thousands of fragmented bulletin board services, resulting in the creation of virtual communities that leverage the capabilities of network to connect people with each other and to fulfill their specific needs for communication, information, and entertainment " (Armstrong & Hagel , 1997 [6]). Furthermore, Armstrong and Hagel (1997)[6]distinguish four types of virtual communities, including virtual communities of interest, of relationship, of fantasy and of consumption. This typology is based on the four basic needs of human beings, which include needs of interest, relationship, fantasy, and consumption and which can be meet with in the virtual communities. ...
... According to Armstrong and Hagel (1997)[6], the economic value of virtual community of consumption includes: 1) For consumers In essence, virtual communities of consumption act as agents for members by helping them get information and meet their social needs to communicate. Hence, potential consumers are empowered to have distinctive focuses on what kind of resources they are likely to find, to integrate member-generated content and communication, and thus to avoid the information asymmetry to some degree. ...
With the appearance and popularity of virtual communities of consumption, potential consumers begin to search for and share information with others in such kind of platforms and to be affected by the electronic word of mouth of certain products or services. Meanwhile, opinion leaders begin to exert influence on these individuals by helping them to filter, categorize and figure out the most valuable pieces of information. Consequently, how to utilize opinion leaders to affect consumer behavior by term of electronic word of mouth becomes one of the hottest topics in the relevant fields. This article utilizes the Information Adoption Model to study how opinion leaders exert influence on consumer information adoption process so as to provide implications about how to utilize opinion leaders in the virtual communities of consumption.
... Lee, Vogel, Limayem (2003) 26 Vgl. Armstrong, Hagel (1996); Hagel, Singer (1997) 27 Vgl. Weiber, Meyer (2000); Rothaermel, Sugiyama (2001) munities of Transaction bilden sich meist im Umfeld von Online-Shoppingmöglichkeiten im Internet. ...
... Ferner ist es denkbar, dass Community-Mitglieder sowohl online als auch offline (also in der realen Welt) mit anderen Mitglieder in Beziehung treten und sich austauschen (z.B. Flirt-Forum mit anschließendem realen Treffen Armstrong, Hagel (1996); Hagel, Rayport (1997); Hagel, Singer (1997); Oliva (1998); Weiber, Meyer (2000); Gibbert, Leibold, Probst (2002) Vgl. Rayport, Sviokla (1994) 36 Vgl. ...
Die Bedeutung von Innovationen für die strategische Wettbewerbsposition der Unternehmung ist in Wissenschaft und Praxis seit Jahrzehnten unumstritten.1 Nur wer es schafft, den Kunden stets „auf der Höhe der Zeit“zu versorgen, wird den gestiegenen Ansprüchen der Nachfrager gebührend Rechnung tragen und somit die eigene Wettbewerbsposition langfristig verteidigen oder gar verbessern können. Es stellt sich somit nicht mehr die Frage, ob Innovationen für die Unternehmung notwendig sind, sondern wie man diese Innovationen generieren soll.2 Denn die kontinuierliche Entwicklung neuer Produkte und Dienstleistungen ist mit hohen Investitionen verbunden und ein Fehlschlag bzw. Flop kann den Fortbestand des Unternehmens stark gefährden.3 Hier gilt es, geeignete Instrumente zu finden, die effizient und auf effektive Weise den Unternehmen helfen, kontinuierlich marktfähige Lösungen für die Kunden anzubieten.
... Despite of the extensive discussion in the literature about the concept of virtual communities, there is yet to be a consensus on its definition. Several studies (Howard 1993; Hess 1995; Romm and Clarke 1995; Erickson 1997; Carver 1999; Hagel 1999; Craig and Zimring 2000; Ho, Schraefel et al. 2000; Jones and Rafaeli 2000) presented a definition of the concept of a virtual community with different emphases on its aspects. For example, Erickson (1997) defines a virtual community as a " long term, computer-mediated conversation amongst large groups. ...
... Collaboration is one of the important aspects of a virtual community, and one of the reasons for establishing one, as in the educational and the industry sectors, for example. Virtual communities could be created for different reasons, such as having a common interest, building relationships, entertainment, and performing transactions (Carver 1999; Hagel 1999). The range of interests that an online community satisfies covers every conceivable topic, from music to politics, and from education to technology. ...
Many organizations are providing customer support and service through building virtual communities of users and practitioners. Within these communities, knowledge is exchanged and transferred on a continual basis. But what type of organizations are actually relaying on such communities? And what are the mechanics of knowledge transfer in these communities? This study sets out to identify the organizations most likely to use virtual communities in their customer support operations through a survey of the Fortune 500 organizations. It also analyzes the process of knowledge transfer mechanics within these virtual communities by focusing on four technology-intensive organizations: Microsoft, Dell, Amazon.com, and eBay.com. Study conclusions and recommendations for future research are presented.
... Respecto del primero de estos elementos -el tratarse de una agrupación-algunos las definen como un grupo de personas (Romm, Pilskin y Clarke, 1997), otros como «eventos sociales espontáneos» (Hagel, 1999), como una agregación de personas (Balasubramanian y Vijay, 2001) o como grupos que comparten intereses y prácticas (Ridings, Gefen y Arinze, 2002). Así, se fija como primer elemento determinante el tratarse de fenómenos sociales. ...
Los vicios existentes en los procesos de formación de opinión política en plataformas digitales pueden ser enfrentados a través de la regulación jurídica. Para esto se requiere determinar lo que será objeto de regulación identificando con precisión los elementos de las plataformas en los que se producen estos defectos. Un primer acercamiento a través del análisis de la literatura en inglés y en español muestra que, aunque la primera es notoriamente más desarrollada en su esfuerzo conceptualizador, ninguna alcanza los niveles de exactitud requeridos. Se llega así a identificar como elemento determinante y diferenciador de estas plataformas el hecho de que en ellas existe la posibilidad de que se produzca deliberación democrática.
... For that reason, lurking behavior is actually a complex fluid state. Community members can interchangeably lurk in one community and be an active participant in another or as stated by Hagel and Arthur [16], over time lurkers can become active participants. Therefore, lurkers are the "silent groups" in online Advances in Economics, Business and Management Research, volume 647 communities who usually are the majority of community members. ...
The COVID-19 pandemic has caused colleges and universities to opt for online teaching and learning as a way to keep their faculty, staff and students safe. Lurking is one of the common activities that occur in an online learning context. The majority of the available literature on lurking in online communities in the context of education is dated, while studies on lurking during the emergency remote learning period has not been thoroughly explored. Thus, the proposed study aims to understand lurking behaviors among postgraduate students in the context of emergency remote learning. To this end, qualitative case study method will be employed to provide a rich understanding of why students lurk during online learning. This study aspires to facilitate lecturers to understand why certain students are inactive during online learning from the students' point of view and devise ways to promote active participation from students during online learning.
... Neste sentido os consumidores olham para este ambiente como o lugar onde eles podem interagir e socializar-se com outras pessoas que apresentam interesses semelhantes. Hagel (1999) comenta que as oportunidades de rentabilidade para muitas empresas na web estão em suas habilidades para construir comunidades virtuais neste ambiente, criando relacionamentos com seus clientes, atendendo a esse fator motivacional pela socialização. ...
Resumo: As redes sociais configuram-se como ambiente propício para as empresas na realização de comunicações e relacionamentos com potenciais consumidores e clientes, além de atividades de marketing com potencial de intensificar tais relações. No entanto, não se caracteriza como o ambiente mais adequado para anúncios de produtos a partir das formas tradicionais de propaganda. A pesquisa procura desenvolver uma análise qualitativa da utilização do Facebook como ferramenta para a construção de relacionamento entre empresa e clientes/consumidores, nas 10 maiores fan pages no Brasil. Para atingir aos objetivos utilizouse da pesquisa netnográfica, com apoio de levantamentos bibliográficos e dados obtidos a partir de fontes secundárias. Os resultados indicam que as empresas adotam um comportamento com ênfase na aquisição rápida de fãs através da compra de mídia específica - Facebook ads e histórias patrocinadas. Para aquelas que adotam o meio como canal prioritário de abordagem ao consumidor, os objetivos foram bastante distintos, variando da comunicação de conteúdo publicitário, à venda de produtos ou a implementação de relacionamento com o consumidor. Denota-se ainda que as empresas subaproveitam o potencial interativo desta mídia, não dialogando efetivamente com o consumidor e excluindo-o de quase todo o processo de construção de valor. Palavras-chave: Marketing de Relacionamento; Redes Sociais; Facebook.
... Today's communities often tend to be heterogeneous groups of people with numerous interrelated differences, including wealth, gender, age, religion, ethnicity, and power (Cornwall and Jewkes 1995). Moreover, a recent conceptualization of community defines it even more broadly as groups of people who are connected by social bonds, common viewpoints, and/or specific virtual or geographical locations (Hagel 1999;MacQueen et al. 2001). The conceptualization of community that we focus on in the context of collaborative or participatory art may be defined as a "heterogeneous" group of people with shared needs and values who come together in a specific geographic location to participate either singly or in jointly in face-to-face collaboration with others with the goal to create an art-based community initiative. ...
... À ce titre, les praticiens du community management proposent un modèle d'animation et de gestion des communautés en ligne qui tient compte des enjeux d'autonomie des utilisateurs. Le community management se distingue en effet par une éthique du « lâcher prise » (Galibert et Peirot, 2017), dite « no control » (Hagel, 1999). À travers cette éthique, les community managers postulent une forme d'auto-organisation propice au développement des interactions dans les communautés. ...
Cet article propose une approche communicationnelle de l’instrumentalisation marketing du community organizing dans le cadre du Web 2.0. L’hypothèse principale est que le community organizing constitue un mode émergent de régulation de l’autonomie des utilisateurs pour les plateformes d’intermédiation numérique. Après avoir resitué la notion d’autonomie par rapport aux enjeux économiques des plateformes, nous soulignons les spécificités organisationnelles du community organizing. Cette approche nous conduit à présenter les résultats issus d’une enquête exploratoire. Ces derniers valident partiellement l’idée d’un community organizing comme une régulation autonome. Ils ouvrent la discussion quant à une instrumentalisation politique de ce modèle par les plateformes.
... Wikipedia, Facebook and LinkedIn are the most famous online platforms connecting thousands of people a day. Hagel (1999) suggests that internet provides business professionals with the opportunity of developing and employing various business models and approaches and online communities change the type of relationship between the consumer and the company. ...
This work investigates managerial dynamics of customer participation and its evolution in financial context. We are interested in managerial dynamics because most of the studies related in co-production is about consumers and the current literature on co-production lacks empirical investigations in financial services. Despite its increasing popularity in the last decade co-production is not a new phenomenon. Customer participation has existed since a very long period of time especially in services marketing and is still evolving in different industries. The following definitions have been adopted for this research. Customer participation has been defined as "the degree to which the customer is involved in producing and delivering the service" (Dabholkar 1990, p. 484). Lengnick–Hall et al (2000) define co-production as “engaging customers as active participants in the organization’s work”. A comprehensive analysis of marketing literature about co-production and consumer participation issues leads us to four different approaches: a services marketing approach focusing on largely customer participation, a managerial approach that puts the customer at the center of co-creation process, an innovative approach where the customer actively takes part in innovation, a critical approach focusing on working consumer concept. The central question for the research is “How and why do banks engage their customers in co-production? Four constructs have been selected in order to answer this question: motives, processes problems and outcomes. Five European banks have been selected for the study. A detailed multiple case study analysis revealed three different community types: market research communities, Innovation communities, Cooperation communities. Another contribution is about the evolution of these communities in time. Some communities (ING and Cetelem) evolved according to needs and priorities of financial institutions. The analysis of these banks shows that three important dynamics feed building and managing a community in financial context: customer centricity, managerial support and the need for innovation. In addition, these three different community types have different processes. Problems of community management in financial industry are also investigated in detail in order to better answer “how” question. Besides financial, technical and organizational problems, the most important problem seems to be the management of open and harsh criticisms. The second important problem is the efficient community management in financial industry. In addition, internal dynamics, complexity and intangibility of financial services and resistance to change may also complicate effective community management. According to our findings, motives of financial institutions are not much different from motives of other companies. Research, innovation and co-production of new products and services are most common motives. However motives of open communities were different, they were more business related. Main motive for open communities was cost-cutting, besides cost-cutting, increasing consumers’ loyalty, having a closer contact with clients, engaging them and assigning the community new tasks are also important motives. According to our findings, there are also common and different outcomes for these three different communities. As stated several times by Von Hippel (2006) and Kozinets (1999) online communities are efficient mechanisms for marketing research. Our findings also supported their results. Besides, communities are also important in increasing brand awareness (Seraj 2012), visibility and better internal communication and cooperation (Ramasvamy and Gouillart 2010), know-how sharing and breaking down the barriers between different departments.
... In this study context, the community is accentuated into four sectors of consumer satisfaction and needs (Hagel and Armstrong, 1997): Out of all the definitions and typologies of virtual or online communities, this study concentrates on the brand community. The brand community is an arrangement of individuals who deliberately identify their enthusiasm for a brand, service or product (Muniz & O'Guinn, 2001). ...
In this paper, we undertake sentiment analysis from netnography data to understand the need for giving special attention to sentiments expressed by the online crowd towards brand via the social media platform. The understanding of this will explain the emotions of the brand community subscribers towards the brand as the result of the interaction established with the brand online. This study utilizes a qualitative approach in which the input given by the brand community subscriber from three chosen social media platforms were analysed using AYLIEN, Text Analysis API and Monkeylearn software to extract sentiment polarities based on Positive, Negative, Sarcastic, Ideology and Neutral sentiments. The outcome shows that the provocation sentiment needs to be managed efficiently in order to trigger interaction within and between the online crowd and brand community subscribers for sustaining a long-term relationship over the social media platform for effective brand communication strategies. CCS Concepts • Information systems➝ Database management system Computing methodologies➝ High-performance simulations.
... Lurking is actually a complex, fluid state. A community member that is identified as a lurker can be an active participant in another community, or as stated by Hagel and Arthur (1997), lurkers can become active participants over time. Munzel and Kunz (2012), speaking from a marketing perspective, provide us with an additional term to consider: multipliers. ...
Lurkers, who are also known as silent learners, observers, browsers, read-only participants, vicarious learners, free-riders, witness learners, or legitimate peripheral participants (our preferred term), tend to be hard to track in a course because of their near invisibility. We decided to address this issue and to examine the perceptions that lurkers have of their behaviour by looking at one specific online learning course: CLMOOC. In order to do this, we used a mixed methods approach and collected our data via social network analysis, online questionnaires, and observations, including definitions from the lurkers of what they thought lurking was. We then analysed the data by using social network and content analyses and interpreted the research findings using the concept Community of Practice, with the Pareto Principle used to delimit types of learner. Our research findings revealed that lurking is a complex behaviour, or set of behaviours, and there isn’t one sole reason why lurkers act the ways that they do in their respective communities. We concluded that for a more participatory community the more active, experienced or visible community members could develop strategies to encourage lurkers to become more active and to make the journey from the periphery to the core of the community.
... En marketing, elle s'apparente à des phénomènes sociaux et culturels de consommation tels que le marketing tribal et le néotribalisme (Firat & Verkatesh, 1993 ; Maffesoli, 1996 ; Firat & Shultz II, 1997 ; Cova & Cova, 2001), les sous-cultures de consommation (Schouten & Alexander, 1995 ; Kozinets R. , 2001 ; Kozinets R. , 2002) et les communautés de marque (Muniz & O'Guinn, 2001 ; Mc Alexander, Schouten, & Koenig, 2002). Les travaux réalisés au sujet de la marchandisation des communautés virtuelles ont traité le plus souvent des cas isolés (marques prestigieuses par exemple) difficilement généralisables (Mc Williams, 2000 ; Kozinets, 1999) ou limités à des aspects isolés de leur fonctionnement (Hagel & Armstrong ,1997 ; Champy, 1996). Le présent article présente un cadre conceptuel de l'effet d'une marchandisation ou instrumentalisation postmoderne des communautés virtuelles 1 sur la fidélité (relationnelle) des membres à la marque. ...
Cet article a pour principal objectif de tester l’effet de l’instrumentalisation postmoderne
des communautés virtuelles par marketing viral et action collective sur la fidélité des
membres à la marque. Cet effet se décompose en un effet direct, celui des outils
d’instrumentalisation, totalement validé par la recherche empirique et en un effet indirect,
celui des variables constitutives des communautés virtuelles partiellement validé. Il a
l’intérêt de tester l’aptitude du marketing viral combiné à l’action collective à transformer
des dynamiques communautaires sur Internet en relation positive des membres avec la
marque et à mettre en relief les piliers d’un marketing communautaire en ligne.
... OCs are commonplace in contexts such as education and learning [Blignaut and Stanley 2003; Fulker et al. 1997; Glenn and David 2002; Ligorio and Van der Meijden 2008; Lin et al. 2008; Wachter et al. 2000], healthcare [Demiris 2006; Im et al. 2008; Johnson and Ambrose 2006], social support Mo and Coulson 2008], knowledge creation [Cohen and Prusak 1996; Davenport 1996; Ellis 2001; Haimila 2001], open software development [Guimarães et al. 2013], travel and tourism [Wang and Fesenmaier 2004], in business for market expansion [Kozinets 1999; Pentina et al. 2008], customer service provision [Kim and Kim 2004], customer retention [Kim and Kim 2004], brand building [McWilliam 2000], business transaction support [Hagel and Armstrong 1997; Rothaermel and Sugiyama 2001], among others. Various studies have endeavored to investigate OCs to better understand participation behavior patterns within OCs [Li 2006; Wasko and Faraj 2005; Wiertz and de Ruyter 2007], the design and effective management of OCs [Barab 2003; Sasha et al. 2003], and the OC business model [Christopher 1998; Hagel 1999; Keng et al. 2015; Koh and Kim 2004]. At the same time, many issues arising from this research, for example, questions such as why people participate in OCs [Bagozzi and Dholakia 2002; Chen 2007; Hall and Graham 2004], sustainability of OC operations [Cheung and Lee 2009; Lin 2007], their influence in our work and lifestyle [Ma 2005], and opportunities brought by them [Armstrong and Hagel 1996]. ...
In recent years, the mushrooming development of Online Communities (OCs) has ushered a new paradigm of research for organizational sustainability in IS. In essence, the growth and survival of an online community relies predominantly on the continuous participation of its members. Given that the emergence of OCs may decay or even diminish due to the lack of consistent involvement of members, it is of paramount importance to fathom how to retain and entice members of OCs in terms of their continuous participation in the online platform. Extant studies have focused mostly on personal belief constructs and subjective norm constructs to study users' continuous behavior. However, the important role of social situations has not been sufficiently explored and investigated in IS, particularly in the emerging context of OCs. Drawing on the Triandis model, this study proposes a research model incorporating social situations as the moderator on the continuance participation intention in OCs. We collected data from two large OCs to examine whether congruence exists between situation perceptions and situation reactions. The empirical results show that social situations play an important role in determining the strength of the relationships between affect, social factors, and perceived consequences and the continuance intention in OCs.
... Participants in an online community, where interactions occur primarily via the internet, share a common purpose, interest, or activity (Armstrong and Hagel, 1996; Hagel, 1999; Kim, 2000). There are four types of online communities varying according to participants' needs (Armstrong and Hagel, 1996), among other classifying standards; in communities of interest, participants interact extensively with one another on specific topics and a high degree of interpersonal communication takes place, whereas, in communities of relationship, participants come together around certain intense life experiences that can lead to formation of deep personal connections. ...
Purpose
This paper aims to elucidate the collaborative mechanism of knowledge collaboration in online communities. The effects of participant communication behaviors enabling knowledge collaboration, such as public discussion, private messaging and registration, are comprehensively investigated in relation to individual and group performances.
Design/methodology/approach
Eight communication categories of participants are defined according to their communication behaviors, and the average number of knowledge contributions at the individual level and the helpfulness toward collaboration efficiency at the group level are compared across the participant categories.
Findings
The results show that simultaneous participation in both task-oriented public discussion and relationship-oriented private messaging has a synergistic effect in promoting individual knowledge sharing, and that additional registration – disclosing one’s identity – significantly enhances efficiency in group collaboration. The role of public discussion appears to be as significant as that of private messaging with regard to online knowledge collaboration.
Practical implications
First, encouraging members to participate in both task-oriented discussion and casual personal communication is important for eliciting more knowledge contributions. Second, although social capital based on one-to-one private messaging has attracted much attention with respect to knowledge sharing, many-to-many public discussions that more deeply and broadly influence knowledge conversion should be more highly emphasized. Third, the perceptions of shared value and reputation based on registration also need to be cultivated to increase collaboration efficiency.
Originality/value
In contrast to most previous research that focused on only one type of communication, this study offers a big-picture view of the relationship between communication and online knowledge collaboration by adopting a comprehensive approach to participant communication behavior. A systematic classification of communication behaviors enables this work to illuminate the diverse effects of different communication types or styles on both individual- and group-level performances, thereby improving the understanding of the overall collaborative mechanism. This study thus provides fresh insights on effective management of online communities.
To enter the offline channel, the community-based group buying (CGB) platform usually recruits group leaders to perform corresponding tasks (i.e., creating new customers, information disseminating, marketing, and goods delivering). A major type of group leader is the traditional offline retailer, who runs a convenience store in the community and is considered as the core bond among three parties, namely, platforms, merchants, and consumers. Drawing upon the PPM theory and TAM model, this study aims to investigate the switching intention of traditional offline retailers to embrace platform’s recruitment and undertake group leader roles towards the CGB program. With primary data collected from 365 respondents, we establish a structural equation model and conduct the empirical analysis. Results suggest that both push and pull factors exert positive effects on convenience storekeepers’ switching intention, while the perceived risk (i.e., one of the mooring factors) hinders the switching intention. However, switching cost, as another mooring factor, does not significantly predict the switching intention. These additional constructs in the push–pull-mooring (PPM) model are considerably helpful for improving the understanding of traditional offline retailer’s switching intention towards community-based group buying and could offer several managerial implications for group buying platforms.
With continuously growing e-commerce with its increased demand for fast delivery, various e-commerce players have decided to enter this market to improve both efficiency and effectiveness of the service. Vertically integrated digital marketplaces’ business models, however, raise the concerns of competition and regulatory authorities across the world because of the anti-competitive behaviours they might facilitate. The paper discusses motivations behind and potential implications for competition of the logistic choices in last-mile delivery of important e-commerce platforms, providing a comparison between Amazon, Alibaba and Allegro.KeywordE-commerceLast mileDigital platformsLogisticCompetition
DİJİTAL ÇAĞDA PAZARLAMA KARARLARI AÇISINDAN YENİ PAZAR ARAŞTIRMA YÖNTEMLERİNDEN NETNOGRAFİNİN KÜLTÜR KODLARIYLA İLİŞKİSİ VE BİR ARAŞTIRMA
Robert Kozinets Mart 2010’da yazdığı “Netnografi: Pazarlamacının Gizli Silahı” isimli makalesinde, netnografinin etnografi gibi doğalcı, katılımcı, tanımlayıcı, çok metotlu, uyarlanabilir ve bağlam odaklı olduğundan bahseder. Ayrıca pazarlamacılara sosyal medyayı sadece bir pazarlama aracı olarak değil, sürekli olarak yüksek seviyede tüketici içgörüsü sağlayacak bir yol olarak görmeleri gerektiğinden bahsederken netnografinin kültürel içgörülere dönüştürülecek sosyal medya verilerinin oluşturulması için antropolojiye dayalı sağlam bir yöntem olduğunu vurgular.
İnternet, her çeşit dijital verinin ve bilginin büyük bir deposu olmasının dışında, folklor ürünlerini dijitale dönüştüren, basılı çalışmalar ve kültürel eserler koleksiyonu ve sözlü gelenekte güçlendiren unsurlarda olduğu gibi folkloru genişletip güçlendiren yeni bir çoğaltma teknolojisidir. Bu nedenle internet, popüler kültürün işlevini inkâr etmez ama folklor kılavuzu gibi davranır ve kültürel üretim için bir araç olarak folklor araştırmacılarının günlük işlerinin içine yerleştirilir (Grimes, 1992).
Kozinets, “Sanal topluluklar, belirli bir toplumun veya grubun davranışlarını yönlendirmek için hizmet eden kültürleri, öğrenilen inançları, değerleri ve gelenekleri oluşturur veya ortaya çıkarır” demektedir (V. R. Kozinets, 2010).
Netnografi özelinde yapılan çalışmalar incelendiğinde bu yöntemin ağırlıklı olarak kültür kodlarıyla ilintili olduğu gözlenmiştir. Bu durum, atası etnografi için olduğu gibi benzer şekilde netnografi için de geçerlidir (Varnalı, 2019, s.13). Netnografide ana konu yine insandır. Ancak insanı inceleyen antropoloji ve toplumu inceleyen sosyoloji konuları da yine bu çalışmanın kültür kodları ile ilişkisi bağlamı dolayısıyla konu içerisinde değerlendirilme ihtiyacını doğurmuştur.
Tüm bu ihtiyaçlar ve ilişkiler çerçevesinde, netnografinin köklerini oluşturan bu kavramlar üzerinden hem yönteme hem de yöntemin araştırmalara sağlayacağı katkılara derinlemesine bir bakış sağlaması, teoride ve uygulamada yapılacak çalışmalara kaynak olması amaçlanmıştır.
This chapter looks at the phenomenon of social media and its consequences on marketing and consumer behavior. To express an opinion, the authors first define the notion of “social media,” review their different types as well as the decisive moments that marked their history. Then, they focus on the influence of these media on marketing practices by referring to the changes that have affected the marketing approach from the stage of the market study to the stage of control of marketing actions companies. Finally, they are very interested in the changes that have affected the traditional decision-making process and are announcing useful recommendations to respond to this set of changes.
Thc objective of this submission is to present the results of a section of 8. wider research projcct in the area of new media entitled "Social practices and multimedia communication". The research was conducted using a mulli-method approach (de Rosa. A.M., 1990) on a subject sample consisting of 120 Intenlet surfers. The results presented concern data collected using the following tools: a questionnaire consisting of open and closed questions, the "Associative Network" and the "Conceptual Network". The section presented here was designed to explore Representations "or' and "mediated by" the Internet in users with different levels of expertise. By cross interpreting the results, some dimensions inherent to the central nuclei of the representations related to stimuli "Intcmet" and "Looking for. tour packages via Internet means ..... emerge.
Perkembangan besar teknologi digital telah melahirkan berbagai perangkat media sosial dan telah membentuk masyarakat virtual juga. Masyarakat virtual mewakili model interaksi sosial baru. Interaksi sosial ini menghasilkan heterogenitas makna, sementara makna telah berubah. Keberadaan makna ditentukan oleh respon masyarakat virtual, bagaimana mereka melestarikan, menolak dan menghasilkan makna. Oleh karena itu, masyarakat virtual menjadi produsen, agen, dan konsumen makna sekaligus, wacana makna berubah menjadi mitos kemudian. Mitos mempengaruhi cara orang berpikir dalam mengambil realitas virtual sebagai realitas sejati. Ini menunjukkan masalah epistemik sesuai dengan asal mula realitas. Fenomena ini sangat terlihat di pasar digital. Tulisan ini bertujuan untuk menunjukkan hubungan antara masyarakat virtual, produksi mitos, dan dampaknya terhadap perilaku konsumtif. Dalam mengambil perspektif dalam filsafat, perspektif postmodern digunakan untuk menjelaskan dan menganalisis kondisi masyarakat virtual, mitos dan perilaku konsumtif. Makalah ini menjelaskan beberapa poin dari perspektif filosofis: pertama, komunitas virtual sebagai produsen, agen dan konsumen pengetahuan dan mitos; Kedua, perilaku konsumtif adalah salah satu hasil mitos. Selain itu, tulisan ini menunjukkan perlunya kesadaran kritis untuk dapat mengidentifikasi motif tersembunyi dari modal dalam menjual komoditas.
The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. This fragmentation seems logically tied to the inherent complexity of the Internet, itself resulting from 50 years of evolution. Thus, our aim is to provide an integrative framework for research in digital marketing derived from the historical analysis of the Internet. Using practice theory and institutional theory, we outline a new type of institutional work: imprinting work. We apply this framework to the analysis of historical secondary sources. We find four cultural repertoires on the Internet (collaborative systems, traditional market systems, co-creation systems, and prosumption market systems) and describe the dynamics of imprinting work leading to their creation, showing how new systems are created by appropriating and assimilating existing cultural repertoires. We contribute to the digital marketing literature by providing a cultural framework and a theory explaining the dynamics of the creation of four cultural repertoires. Moreover, we outline three paths of potential evolution of the digital landscape. Our framework may help managers make sense of their digital strategy and navigate the various Internet systems.
L’accroissement du nombre des communautés virtuelles est indéniable. Notre article s’intéresse à un type de communautés virtuelles : les mondes virtuels, plus précisément, les MMO/MMORPG. Pour l’année 2011, Newzoo (2011) estime que le segment des MMO/MMORPG, au niveau mondial, atteindrait 2,6 milliards de dollars, et la niche française s’élèverait à 250 millions d’euros. Au deuxième trimestre 2011, KZero a recensé 1,4 milliard de comptes enregistrés d’utilisateurs de mondes virtuels, au niveau mondial. Nous définissons les MMO/MMORPG comme un monde persistant, construit grâce à des moyens informatiques et interactifs. Ils forment un réseau d’individus où les personnes se connectent simultanément sans aucune restriction de nombre. Les individus sont représentés par leur avatar. Malgré la diversité de ces mondes virtuels, deux notions essentielles caractérisent les MMO/MMORPG : la persistance et les relations sociales. Des recherches académiques ont été menées pour répertorier les facteurs motivationnels des utilisateurs de MMO/MMORPG. L’objectif central de notre article est de comprendre la perception de l’expérience virtuelle par les non-utilisateurs de ces mondes virtuels. Nous avons adopté une démarche exploratoire. Nous avons organisé deux entretiens collectifs, qui réunissaient les utilisateurs et les non- utilisateurs. L’analyse du discours des participants nous a permis d’explorer les freins empêchant le vécu de ce type d’expérience virtuelle. Nous nous sommes intéressés à la perception des caractéristiques des MMO/MMORPG de nos interviewés. Pour les « non joueurs », le concept de persistance n’est pas assimilé. Alors, ils se réfèrent à leur expérience en tant qu’utilisateurs d’Internet, ce qui fait naître un sentiment de peur de succomber à l’addiction des MMO/MMORPG. Le second critère, les relations sociales, implique la présence de normes sociales, de l’emploi d’un vocable spécifique et de l’évolution au travers d’un avatar. Ces notions sont inconnues pour les « non joueurs ». Ils se réfèrent à leurs expériences antérieures de jeux vidéo, qui diffèrent des MMO/MMORPG. Ce qui engendre des incompréhensions. Ils scindent le réel et le virtuel, car, selon eux, le jeu évolue, exclusivement, dans la sphère virtuelle et rien de concret ne peut impacter le monde réel, ni même des relations sociales.
The rise of the cosmetic medicine industry and the popularization of the Internet have inevitably led to a degree of intersection between the two, including a broad range of messaging and future applications. This study evaluated whether the effects of medical quality and the approach--avoidance effect on medical trust are significant. The results indicate that recognition of medical quality significantly affects the approach--avoidance effect and that overall community support is positively correlated with the approach--avoidance effect. Of the facets of community support, emotional support is the most important. Participants valued interaction quality the most, but the quality of results did not have a significant effect on medical trust, possibly reflecting consumer distrust of medical results advertising.
Consumption-based virtual communities are nowadays a common place on the Internet where individuals share and acquire knowledge on food and specific food-related issues such as preparation and cooking. The objective of this research is to propose and test a model that illustrates the role of motivation to self-present to and learn from the community regarding consumers’ willingness to interact in virtual food communities. The study investigates 1) the associations between the pre-existing consumer interests in food and general online interaction, and consumers’ willingness to interact in virtual food communities, and 2) the mediating role of consumers’ motivation to self-present to and learn from the community in explaining these associations. An online questionnaire (n = 980) was conducted among Danish consumers. Results showed that motivation to learn and motivation to self-present are strong mediators of the relationships especially between food involvement and behavioural interaction intention. The chance to learn from and present oneself to the community are reasons why consumers engage in interaction in virtual food communities, given their pre-existing interest in food and, to some extent, their general online interaction propensity. Virtual food communities should therefore provide consumers with the opportunity to present themselves as skilled individuals to the community and the opportunity to learn from the information available from that community. Still, community managers must keep in mind that these opportunities will only appeal to food involved consumers with a certain online interaction propensity.
Créativité et publicité forment une paire que certains considèrent comme indissociable. Quel rôle joue cette créativité dans les usages en ligne autour de la publicité? Cette communication a pour objet d’expliquer le rapport de compromission (Cova & Cova, 2004) à travers notre modèle de la transaction créative, où la créativité sert de dispositif de compromis (Boltanski & Thévenot, 1991) et de présentation de soi (Cardon 2008) dans les usages publics autour de la publicité (UPAP). En établissant d’abord une typologie des UPAP, puis travers l’analyse de commentaires d’un blogue sur la télévision, nous verrons comment les consommacteurs (prosumers) deviennent un presque-public (Dayan, 2000) de la publicité et ainsi justifie leur intérêt en regard de la rhétorique marchande. Nous pourrons ainsi mieux proposer ce qui constituerait une sociopolitique de la créativité.
This paper examines the applicability of the service encounter literature to the remote, technology-mediated interaction between the customer and the service provider, defined as a virtual service encounter. Through a comparison between the physical and the virtual encounters areas for future research are identified and propositions are suggested.
Advancements in information technology have shaped the way customers and organizations interact with one another. Online brand communities (OBCs), especially have found their way into 21st century relationship marketing. While research embraces these OBCs for their cost-efficiency and ability for faster interactions, it has not thoroughly examined the procedure through which participation in such OBCs affects the major constructs of relationship marketing. Drawing from the trust-commitment theory and its central concepts of brand trust, brand commitment and brand loyalty, this thesis discusses the applicability of this theory in a brand community and in an online context. It also introduces the concept of OBC commitment as a very important outcome of participation in an OBC. Using probability sampling and a self-administered questionnaire, this study employs a deductive logic to investigate if higher levels of participation in an OBC translate to higher levels of member commitment toward that OBC and higher levels of trust, commitment and loyalty toward the brand that the OBC supports. This study underlines the importance of understanding the process through which an OBC member gradually develops strong emotional ties with that OBC, as a result of continuous interaction with other OBC members. Additionally, how participation in an OBC evolves to attachment towards the brand that the OBC supports.
Social media and web-based environments provide important new channels for the dissemination of messages and roles for central individuals in networks to provide conduits for marketplace information. The purpose of this research is to test individuals' propensity to transfer market mavenism – a characteristic associated with a group of highly knowledgeable consumers who are disseminators of generalized marketplace information – from physical to virtual world environments and the features of these ‘cyber-mavens.’ We posit that cyber-mavens are more likely to be immersed in flow experiences – the feeling of total immersion and deep involvement in human–computer mediated interactions – and to trial new products in virtual worlds. We also test hypotheses regarding a number of other demographic features and individual characteristics of likely mavens. The analysis is based on ANOVA, with post-hoc tests for group comparison. Our findings indicate that while ‘real-life’ market mavenism remains most dominant, mavens are able to extend this capacity into virtual worlds, suggesting the transferability of the maven concept across major channels. We also find that cyber-mavens have a greater propensity to experience ‘flow’ in virtual worlds than non-mavens and are more likely to trial new products in order to satisfy hedonist motives for personal interest in new products. Further, our findings indicate that cyber-mavens can be male or female, are well-educated, and slightly older consumers, are keen users of virtual worlds and have knowledge of other mavens. This study represents one of the first attempts to better understand how consumer behavior might differ in virtual world channels, and, by so doing, better inform our understanding of an important group of consumers for digital goods, namely cyber-mavens.
How to locate the cloud phenomenon? Cloud’s profile has been very high in the media since 2008. On corporate radars, cloud has been rising from something to note through something we can use to something that may help us transform the business. Those new to technology watching will recognize a bandwagon and want to jump on. The old technology watchers will have seen much of this before, through waves of technological advances. When moving to cloud, they will take a more pragmatic, better informed, more granular approach to the latest gee-whizzery. This chapter is designed to support such a perspective. We take a longer-term perspective on cloud, backwards, as well as forwards. For both history and the likely future have a lot to teach us about how to act now.
ÖZET Tüketiciler bir satın alma kararı vereceği zaman, kişilerarası etki ve ağızdan ağıza iletişim (WOM) en önemli bilgi kaynağı olarak ortaya çıkmaktadır. Günümüzde internet, tüketicilerin diğer tüketicilerden bilgi elde etmesini mümkün hale getirmiştir. İnternet aracılığıyla yayımlanan tüketici yorumları diğer birçok tüketici için ulaşılabilirdir. Bu yorumlar tüketicilerin başarılı ürün ve hizmet seçiminde önemli bir etkiye sahiptir. Bu aşamada çevrimiçi topluluklar, ürün veya hizmetler hakkında bilgi elde etme ve paylaşmaya olanak tanıyan bir kaynak olarak karşımıza çıkmaktadır. Turizm ürün ve hizmetleri deneyim ürünleri olduğundan, tüketicilerini öbür kaynaklara nispeten bilgi kaynağı olarak daha tecrübeli kişilere yönlendirmektedir. Turizm ürünlerinde tecrübe edilmeden değerlendirme yapmak imkânsızdır. Bu sebeple, tüketiciler diğerlerinin önerilerine güvenme ve ihtiyaç duyma eğilimi gösterirler. Turizm ürünü gibi deneme ürünlerine yönelik öneriler tüketiciler üzerinde oldukça etkilidir. Bu yüzden tüketici turizm hizmeti ya da ürünü satın alma kararı verirken kişiler arası etkileşim ve ağızdan ağıza iletişim (WOM) en önemli bilgi kaynağı olarak görülmektedir. Elektronik ağızdan ağıza iletişim (eWOM) tartışma forumları, bloglar, sosyal ağ siteleri ve fikir platformları gibi çeşitli internet kanalları vasıtasıyla yayılmaktadır. Bu kanallar vasıtasıyla tüketiciler, bir ürün veya hizmet hakkındaki yorumlarını, önerilerini ve şikâyetlerini bu platformlarda ifade edebilmektedirler. Elektronik ağızdan ağıza iletişime (eWOM) yönelik tüketici motivasyonları, eWOM ve WOM iletişiminin kavramsal yakınlıklarından dolayı, literatürde geleneksel WOM motivasyonları tarafından açıklanmaya çalışılmıştır. Yapılan bazı araştırmalar WOM iletişiminin çoğunlukla tüketicilerin tükettikleri ürün veya hizmetlerden beklediği tatmini sağlayamadığında ortaya çıktığını göstermiştir. Öte yandan bir başka grup araştırmacı ise olumlu WOM iletişiminin motivasyonları ile olumsuz WOM iletişimi motivasyonlarının birbirinden ayrıldığını vurgulamışlardır. Fakat yalnızca birkaç çalışma WOM davranışını, belirli güdülerle açıklamaya çalışmıştır. Bu araştırma Konya iline ziyarette bulunan yerli turistlerin katılımıyla gerçekleştirilmiştir. Çevrimiçi topluluklarda gerçekleşen elektronik ağızdan ağıza iletişim (eWOM) konusunu tüketici motivasyonları odağında analizni yapmak amacıyla gerçekleştirilen bu çalışmanın verileri yüz yüze görüşme tekniğiyle, 693 katıımcı üzerinde uygulanan soru formu ile toplanmıştır. Çalışmada elde edilen verilere uygulanan faktör analizi neticesinde, eWOM arama motivasyonları bilgi arama/sosyal oryantasyon, topluluk üyeliği ve mükafat; eWOM sağlama motivasyonları ise kendini geliştirme, sosyal fayda, platform yardımı ve olumsuz duyguların ortaya çıkışı olarak belirlenmiştir. Anahtar Kelimeler: Ağızdan ağıza iletişim, Çevrimiçi topluluk, Elektronik ağızdan ağıza iletişim, eWOM, WOM. Çalışmanın Türü: Araştırma
Electronic Word-Of-Mouth: An Analysis Of Consumer Motivations
ABSTRACT
Interpersonal impact and Word of Mouth (WOM) are the most significant information source when people decide toconsume. Nowadays, internet makes gather information possible between customers. The consumers' reviews are published via internet are available for other customers who need these comments. These reviews are undeniably beneficial for other customers' successful product and service choices. In this respect, online communities are source which give way to gathering and sharing information between customers about product and services. Tourism industry guides their customers to experienced people instead of other information sources because tourism product and services are more depend on an experience. Evaluating to tourism products and services, people first need to experience such service or product. Therefore, customers need, trust and show tendency to other customers' experience. Tourism products are such products people have to try it to have a deep knowledge. That is why interpersonal impact and Word of Mouth (WOM) are seen as primary information sources when people decide to purchase tourism product and services. Beside of Word of Mouth, Electronic Word of Mouth (eWOM) expands via forums, blogs, social network sites and idea platforms. Customers express their comments, complains and suggestions about product and services via such electronic communication channels. Customers' motivations belong to eWOM are clarified by WOM motivations in the literature, because of their conceptual closeness. A number of studies indicate that WOM communication generally occurs when customers do not be satisfied with products or services they consume. On the other hand, a group of studies emphasize that positive WOM motivations and negative WOM motivations are separated by each other. Only few studies explain WOM with specific motivations. With the lights of the mentined above, this study generated with domestic tourist which have visited city of Konya. The data of the study have done with 693 individuals with survey by face to face interview technique. As a result of our study's factor analysis, motivation of seeking eWOM which are information search and social orientation, community membership and remuneration and motivations of providing eWOM which are self-enhancement, social interest, platform assistance and venting negative feelings have been determined.
Özet
Tüketiciler bir satın alma kararı vereceği zaman, kişilerarası etki ve ağızdan ağıza iletişim (WOM), en önemli bilgi kaynağı olarak ortaya çıkmaktadır. İnternetin gelişip yayılmasıyla kişiler arası ağlar çevrimiçi özellik kazanmıştır. Çevrimiçi topluluklar, ürün veya hizmetler hakkında bilgi elde etme ve paylaşmaya olanak tanıyan bir kaynak olarak görülmektedir. Sosyal belirleyiciler bu iletişim türü için önemli faktörler olarak karşımıza çıkmaktadır. Bu araştırmada, çevrimiçi topluluklarda gerçekleşen elektronik ağızdan ağıza iletişim (eWOM) konusunu belirleyiciler odağında incelemek amacıyla, Konya iline ziyarette bulunan yerli turistlerin katılımıyla bir çalışma yapılmıştır. Bu çalışmanın verileri yüz yüze görüşme tekniğiyle, 693 kişi üzerinde uygulanan soru formu ile toplanmıştır. Çalışma neticesinde, eWOM belirleyicileri bağ gücü/güven ve benzerlik olarak belirlenmiştir. Çalışma sırasında belirleyicilerin bazı sosyodemografik özelliklerin yanı sıra, çevrimiçi topluluk platformu kullanım özelliklerine göre de farklılaştığı tespit edilmiştir. • Anahtar Kelimeler Bağ gücü, benzerlik, çevrimiçi topluluk, elektronik ağızdan ağıza iletişim, eWOM, güven, WOM.
• Abstract
Interpersonal influence and word-of-mouth (WOM) are ranked as the most important information source when a consumer is in making a purchase decision. These influences are especially important in tourism products which are intangible and difficult to evaluate prior to their consumption. With the development and diffusion of internet, interpersonal networks have gained online features. Online communities are information sources which give way to obtain and share information about products and services. Social determinants are significant factors for such communication type.
In this study, we analyze the eWOM occurs in online communities and it’s social
determinants. With the lights of these factors, we examine our study with domestic tourist
which have visited city of Konya. The data of the study have done with 693 individuals with
survey by face to face interview technique. As a result of our study, social determinants of
eWOM which are tie strength/trust and homopfily have been determined. In process of study,
we have identified the differentiation both determinants’ features and online communities
using features. Key Words
Tie strength, homopfily, online communities, electronic word of mouth, eWOM, trust, WOM.
Interpersonal impact and Word of Mouth (WOM) are the most significant information source when people decide to consume. Nowadays, internet makes gather information possible between customers. The consumers’ reviews are published via internet are available for other customers who need these comments. These reviews are undeniably beneficial for other customers’ successful product and service choices. In this respect, online communities are source which give way to gathering and sharing information between customers about product and services.Tourism industry guides their customers to experienced people instead of other information sources because tourism product and services are more depend on an experience. Evaluating to tourism products and services, people first need to experience such service or product. Therefore, customers need, trust and show tendency to other customers’ experience. Tourism products are such products people have to try it to have a deep knowledge. That is why interpersonal impact and Word of Mouth (WOM) are
seen as primary information sources when people decide to purchase tourism product and services. Beside of Word of Mouth, Electronic Word of Mouth (eWOM) expands via forums, blogs, social network sites and idea
platforms. Customers express their comments, complains and suggestions about product and services via such electronic communication channels.Customers’ motivations belong to eWOM are clarified by WOM motivations in the literature, because of their conceptual closeness. A number of studies indicate that WOM communication generally occurs when customers do not be satisfied with products or services they consume. On the other hand, a group of studies emphasize that positive WOM motivations and negative WOM motivations are separated by each other. Only few studies explain WOM with specific motivations. With the lights of the mentined above, this study generated with domestic tourist which have visited city of Konya. The data of the study have done with 693 individuals with survey by face to face interview technique. As a result of our study’s factor analysis, motivation of seeking eWOM which are information search and social orientation, community membership and remuneration and motivations of providing eWOM which are self-enhancement, social interest, platform assistance and venting negative feelings have been determined.
One of the biggest potentials of the information and telecommunications technologies is their ability to furnish the technological infrastructure of computer-mediated communication to enable group and collaborative learning. One such notion is learning on online communities. This chapter discusses the role of information and telecommunications technologies in enabling online communities for learning. These include Emails, newsgroups, annotations, chat groups, MUDs (Multiuser Dungeon, Dimension, or Domain) and MOOS (MUD built using object-oriented technology), WOOS (Web-based MOO), and 3D virtual spaces.
An effective web-presence is regarded as a pre-requisite for a successful Internet buyer-seller-relationship. The implementation of such a web-presence requires consideration and implementation of several important factors, which include the proper utilization of Internet technology. In addition, e-industry cannot afford to overlook the issue of consumer trust and confidence. This issue prompts the question as to how to quantify these concepts so that they can be embedded in an Internet interactive environment. In this paper, the trust and confidence issue and some of the inherent problems associated with it are discussed. We then investigate several studies and models that have addressed these problems and propose a new model-of-trust for creating e-commerce applications.
Consumer voluntary sharing of e-service knowledge in an online community is of great value to both business and consumers. This study develops and tests a research model integrating two personal attributes (consumer innovativeness and subjective knowledge) and two e-service factors (perceived ease of use and usefulness) in predicting consumer voluntary knowledge sharing in an online community. Data were collected using a web-based survey of 364 airline travelers recruited through an online travel community in China. Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was used to analyze the data. The results reveal that personal factors are stronger drivers of knowledge sharing than e-service factors. This study advances consumer knowledge sharing in online communities, and has implications for enhancing a firm’s e-service strategies.
This paper presents an essay aimed at prompting broad discussion crucial in keeping the interaction design discourse fresh, critical, and in motion. We trace the changing role of people who have advanced from consumers to producers, from stationary office workers to mobile urban nomads, from passive members of the plebs to active instigators of change. Yet, interaction designers often still refer to them only as 'users.' We follow some of the historic developments from the information superhighway to the smart city in order to provide the backdrop in front of which we critically analyse three core areas. First, the issue of echo chambers and filter bubbles in social media results in a political polarisation that jeopardises the formation of a functioning public sphere. Second, pretty lights and colourful façades in media architecture are increasingly making way for situated installations and interventions fostering community engagement. And third, civic activism is often reduced to forms of slacktivism. We synthesise our discussion to propose 'citizen-ability' as an alternative goal for interaction designers to aspire to in order to create new polities and civics for a better quality of life.
Dienstleistungen unterliegen einem zunehmenden Wandel. Die Möglichkeiten zur elektronischen Erstellung von Dienstleistungen, die sich aufgrund der technischen Entwicklung bieten, werden vermehrt genutzt (MDSI 2001). Nicht zuletzt ist das vorliegende Jahrbuch ein Ausdruck dieser Entwicklung. Es stellt sich die Frage, inwieweit das vor dieser Entwicklung etablierte Konzept des Dienstleistungsmarketing noch immer aktuell ist. Während eine solche Untersuchung für das Sachgütermarketing schon vorgenommen wurde (Albers et al. 1998b, S. 267ff./Dholakia et al. 1999; Fritz 2000, S. 108ff.), fehlt eine solche Betrachtung für Dienstleistungen bisher. Das Ziel dieses Beitrags ist es daher, konzeptionelle Unterschiede im Dienstleistungsmarketing „herkömmlicher“ und elektronisch erbrachter Dienstleistungen zu analysieren und notwendige Aktualisierungen herzuleiten.
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