a review on community management
Post on 27-Jun-2015
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Community ManagementWhy participate...How to manage...
Review | A social influence model of consumer participation in network- and small-group-based virtual communitiesDholakia & Bagozzi & Pearo
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virtual community
personal goals
shared goals
small group based
network based
online
meet
engage
collaborate
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background theories for participation
goal directed behavior
goal oriented fashionset of motivations
emotionalpyschologicalevaluational
& social identity
individual level
group level&
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constructs for participation
social identity
group norms
mutual agreement
accommodation among group members
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individual motives
informational value
instrumental value
maintaining interpersonal connectivity
social enhancement
entertainment value
purposive value
groupreferent
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social influences
compliance
identification
enhancement
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social influences & group norms
higher levels of value perception stronger social identity
stronger group norms
1
2 3
mutual agreement4
willingness to mutually accommodate
5
6 7
stronger desires to participate
8
higher levels of we-intentions9
10
11
higher levels of participation12
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small group vs. network based communities
small group based network based
relatively specialized broader content
members know each other superficially associated members
often have commercial focus
identification with a specific group within the venue
identification with the online venue itself
not necessarily commercially focused
stronger purposive and self discovery value perceptions
stronger interpersonal connectivity and social enhancement
the impact of purposive and self discovery values on group norms and
social identity stronger
the impact of maintaining interpersonal connectivity and social enhancement on
group norms and social identity stronger
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conclusions for community management
value perception is the trigger
social identity and group norms are the keys for participation
mutual agreement and accommodation are the mediators for participation
small based and network based groups should be treated in different ways
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