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THE ROYAL INSTITUTION OF GB, LONDON FEBRUARY 7, 2013 Online Communities Why do We Participate?
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THE ROYAL INSTITUTION OF GB, LONDON FEBRUARY 7, 2013
Online Communities Why do We Participate?
©Copyright - Purple Spinnaker - 2013
WE DO WE PARTICIPATE?
ONLINE COMMUNITIES
Content & Experience
Service & Support
Product
EMPLOYEE – CUSTOMER CONVERSATION MATRIX
Independent Public Social
Channels
Customer To Customer Employees Listen P
rivate Co-creation
Organisation Managed
Public Social Channels
Employee To Customer Customer To Customer
Content & Experience
Service & Support
Product
Content & Experience
Service & Support
Product
Employee To Employee
Internal Intranet
Organisation Owned & Managed
Websites
Employee To Customer Customer To Customer
Service & Support
Product
Content & Experience
©Copyright - Purple Spinnaker Employee – Customer Conversation Matrix - 2013
©Copyright - Purple Spinnaker - 2013
PARTICIPATION WHY DO WE PARTICIPATE?
ONLINE COMMUNITY PARTICIPATION MODEL – 2004
Q1: Is there a positive relationship between characteristics of an online community and the level of participation of the members
Q2: Is there a positive relationship between member experience characteristics and the level of participation of the members.
Q3: Is there a positive relationship between the level of participation in an online community and the loyalty of the members
A Conceptual Model of a Consumers Participation in and Loyalty to an Online Community
Characteristics Of Community
Member Loyalty To the Online
Community Characteristics
Of Online Community
Participation in the
Community
H1
H3
H2
©Copyright - Purple Spinnaker – Online Community Participation Model 2004
ONLINE COMMUNITY PARTICIPATION MODEL – 2004
Hypothesis Characteristics (variables) Community Participation
Duration of Membership
Hours in an online community
H1 Member Characteristics & online experience No Effect
H2 Interest*, inclusivity, Personalisation, Expertise* Positive Effect
H2 Familiarity Positive
H2 Expertise* Positive
H2 Interest* Positive
H2 Inclusivity and familiarity Positive
H3 Member experience levels Positive
H3 Community Participation Levels Positive
* Expertise and Interest may be combined to create the Topical Variable
Table 1 - represents the findings form the research study.
©Copyright - Purple Spinnaker – Online Community Participation Model 2004
ONLINE COMMUNITY PARTICIPATION MODEL – 2013
Shared Consciousness
Inclusivity
Topicality
Characteristics of Community
Customer expertise
Functional Value
Self-discovery Value
Interpersonal Connectivity
Social Enhancement
Entertainment Value
Perceived Member Benefits
Participation
Outcomes
Kingston Business School & Purple Spinnaker 2013 model
©Copyright - Purple Spinnaker – Online Community Participation Model 2013
NEXT STEPS
• Revised online survey to be run on a range of online communities in March – May 2013.
• Results of surveys analysed June 2013.
• Research published summer 2013.
• Contact: [email protected] to participate in the research.
©Copyright - Purple Spinnaker – Online Community Participation Model 2013
©Copyright - Purple Spinnaker - 2013
THANK YOU ONLINE COMMUNITIES – WHY DO WE PARTICIPATE?
Email: [email protected] Call: +44 7887 644 799
