David van KerkhofGeorge Saad

Problem definition Suggested solution: control methods How control methods fit different

problems

Online groups often fail because their members can't overcome similar problems that regularly emerge.

1. Trust2. Free rider problems3. Loyalty problems

Free rider problem: A member can hope that others contribute to the fulfillment of the common group goal and he can spend his time only on the fulfillment of his individual goals.

Trust problem: In situations of a strong competition between employees for individual promotion, there may not be trust of benefit exchange.

Loyalty problem: member‘s interests in the online group have to be compatible with many other members’ interests so that a large enough number of members is attracted to the group and stays.

What types of online groups Face what types of problems What kinds of social control Which social control method is

adequate to diminish what type of problem in which group

The behavior of a member gives some indication to others about his decision frame.

1 Bilateral signals: two members2 Signals to the whole group: 3 Administrator signals: behavioral

standards

Frame stabilizing tools work by increasing the salience of the common group goal. They enhance the individual's attention to the frame of the group.

Indirect monitoring tools that provide opportunities and incentives for the members to send relational signals that indicate accordance to the group frame.

Direct control tools through enhancing the real direct benefits of a group member

Direct control tools are more useful for the stimulation of active member participation under a low degree of relational interests in the group than under a high degree.

Frame stabilizing tools and indirect monitoring tools are more useful for the stimulation of active member participation under a high degree of relational interests in the group than under a low degree.

Social embeddedness Multifunctionality

Short term: apply the 3 techniques Long term: try to change the degree of

relational interest by increasing multi-functionality and social embeddedness

Under which conditions are particular types of social control

more adequate for stimulating active participation?

Applied to eBay and teachers community

Active participation: Rule compliance Membership stimulation

eBay: relational interest low Teachers: relational interest high

Direct control more accepted for eBay Conflicting interests, low social embeddedness Low relational interest Problems of trust not to be solved through weak

control

Indirect control more accepted for teachers High relational interests Do not want them destroyed through direct control

Direct control accepted for rule compliance

Doubtful for membership stimulation Members do not like it eBay members accept it more

eBay members find weak social control to be more effective

eBay members consider weak social control more effective?!

Implications for designing OLCs

Only two communities tested Difference relational interests not the

only determinant for acceptance of social control measures Size of community, # sub-communities,

difference between users

Two conceptual mechanisms Identity-based commitment Bond-based commitment

Both lead to members returning Bond-based: 11% more Identity-based: 44% more!

Provide targeted information Encourage repeated exposure Facilitate communication

Both for bond- & identity-based group Control group had normal lay-out

Field experiment No equal exposure

Laboratory experiment Same results

Higher self-reported commitment No difference in kind of commitment

Bond-based versus identity-based

Strongest effect in identity condition Easier to establish?

Identity- and bond-oriented features substantial increases in commitment

Relationships development between new comers and the community

Some hypotheses are derived new comers point of view Eg: # responses increase their strength to

the community community point of view Better relashionship when posts include

testimonials People who receive more replies stay

longer

Characteristics of interaction reinforce the development and maintenance of social relationship between them