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Explaining social exchanges in information-based online communities

Benoit, S, Bilstein, N, Hogreve, J and Sichtmann, C (2016) Explaining social exchanges in information-based online communities Journal of Service Management, 27 (4). pp. 460-480.

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Purpose – The purpose of this paper is to provide platforms for members to exchange information by information-based online communities (IBOCs, like LinkedIn or Facebook). Because member participation is vital for IBOCs, this research aims to identify and validate factors that drive member participation. Design/methodology/approach – With reference to social exchange theory the authors developed a model of antecedents of participation in IBOCs that was tested with survey data using PLS. Because some of the results contradicted the theory, the authors examined those results in a mainly qualitative study with online community providers. These experts offered explanations that inform the discussion and managerial implications. Findings – Role clarity, provider’s responsiveness, and enjoyment all influence member participation. Contrary to theory, the cooperation of other members affects member participation negatively while a member’s ability shows no effect. Practical implications – This research has several implications for IBOC providers. Because ability does not affect participation directly, providers do not need to worry about lacking ability and can effectively target all potential members. The importance of provider responsiveness signals that IBOC providers should proactively monitor members’ compliance with social norms to lower the social risk for members. The impact of community-specific knowledge and enjoyment on participation puts emphasis on careful community design and the thoughtful implementation of new features that might enhance enjoyment, but reduce role clarity. Originality/value – Whereas most of the participation literature focusses on a dyadic relationship, the research investigates the triadic relationship in which the provider is only an enabler of exchange. Furthermore, the authors bring together two streams of the literature: the participation literature, which tends to focus on offline participation; and the online community literature, which has not yet investigated participation. This is also the first paper to investigate nonlinear effects on participation. Keywords World wide web, Social exchange theory, Information exchange, Customer participation, Customer integration, Online community

Item Type: Article
Subjects : Marketing
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Benoit, S
Bilstein, N
Hogreve, J
Sichtmann, C
Date : 2016
DOI : 10.1108/JOSM-09-2015-0287
Copyright Disclaimer : © Emerald Group Publishing Limited 2016
Uncontrolled Keywords : World wide web; Social exchange theory; Information exchange; Customer participation; Customer integration; Online community
Depositing User : Symplectic Elements
Date Deposited : 31 Mar 2017 07:36
Last Modified : 03 Oct 2017 08:54

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