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Online Communities and groups

David van Kerkhof George Saad. Online Communities and groups. Problem definition Suggested solution: control methods How control methods fit different problems. Overview Matzat 2007. Online groups often fail because their members can't overcome similar problems that regularly emerge.

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Online Communities and groups

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  1. David van Kerkhof George Saad Online Communities and groups

  2. Problem definition Suggested solution: control methods How control methods fit different problems Overview Matzat 2007

  3. Online groups often fail because their members can't overcome similar problems that regularly emerge. • Trust • Free rider problems • Loyalty problems Problem

  4. 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. Problems

  5. 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. Problems

  6. 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 Theory of relational signaling

  7. The behavior of a member gives some indication to others about his decision frame. 1 Bilateral signals: two members 2 Signals to the whole group: 3 Administrator signals: behavioral standards Signals

  8. 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 Social control

  9. 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. What type of control is more useful

  10. Social embeddedness Multifunctionality Good Characteristics enhances OLC

  11. Short term: apply the 3 techniques Long term: try to change the degree of relational interest by increasing multi-functionality and social embeddedness Short, long term design

  12. Matzat 2009 Under which conditions are particular types of social control more adequate for stimulating active participation? • Applied to eBay and teachers community

  13. Results Matzat 2009 • Active participation: • Rule compliance • Membership stimulation • eBay: relational interest low • Teachers: relational interest high

  14. Hypotheses • 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

  15. Results • 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

  16. Discussion • 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

  17. Increasing commitment to OLCs • Two conceptual mechanisms • Identity-based commitment • Bond-based commitment • Both lead to members returning • Bond-based: 11% more • Identity-based: 44% more!

  18. Theory-inspired design • Provide targeted information • Encourage repeated exposure • Facilitate communication • Both for bond- & identity-based group • Control group had normal lay-out

  19. MovieLens

  20. MovieLens

  21. Experimental setup • Field experiment • No equal exposure • Laboratory experiment • Same results

  22. Results of both designs • Higher self-reported commitment • No difference in kind of commitment • Bond-based versus identity-based • Strongest effect in identity condition • Easier to establish?

  23. Implications for OLC theory • Identity- and bond-oriented features  substantial increases in commitment

  24. 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 Kraut et. Al.

  25. Survival curve

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

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