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Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

Online Communities: Discussion Boards Boush , D. & Kahle , L. (2005). What, and How, We Can Learn From Online Consumer Discussion Groups ? Chapter 04 of Online Consumer Psychology. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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  1. Online Communities: Discussion Boards Boush, D. & Kahle, L.(2005). What, and How, We Can Learn From Online Consumer Discussion Groups? Chapter 04 of Online Consumer Psychology. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 10-Feb-2011 • EB22: Online Marketing: Lecture 05 • Auditorium 4, ITU, Copenhagen, Denmark

  2. Online Discussions-1 Time-shifting (asynchronous, synchronous) Place-shifting (collocated, distributed) Anonymity (none, pseudo, real) Scale (small, medium, large) Research Access (low, moderate, high) Archive Threaded Discussion Boards Asynchronous & Distributed Hierarchical tree structures

  3. Online Discussions-2 Word-of-Mouth (WoM) & Word-on-Line (WoL) Example: Movies Newspapers—Radio/TV—IMDB/Rotten Tomatoes Twitter Effect? http://tinyurl.com/mua3tt

  4. Three Marketing Perspectives Online Discussion Boards as: Communities Conversation Text

  5. Descriptive Framework Levels of Analysis Community Characteristics Participant Characteristics Message Characteristics Media Characteristics

  6. Community Characteristics Purpose Organization and Structure Membership Rules Norms Cohesion Continuity Context

  7. Participant Characteristics Demographics Attitudes & Values Knowledge & Expertise Personal Disclosure Motivation Role

  8. Message Characteristics Structure Tone Formality Conflict Politeness Emotion Content

  9. Media Characteristics Copresence Visibility Audibility Contemporality Simultaneity Sequentiality Reviewability Revisability Clark, H. H., & Brennan, S. E. (1991). Grounding in communication. In L. B. Resnick, J. M. Levine & S. D. Teasley (Eds.), Perspectives on Socially Shared Cognition (pp. 127-149): American Psychological Association.

  10. Discussion Sentiment Analysis http://tinyurl.com/q3thyf Digital Positivism Civic Panoptican

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