![]() ![]() Moreover, tailored facilitation strategies to promote knowledge construction activities and community development can be developed in accordance with its unique attributes. In terms of practical implications, it is recommended that the virtual product user community should be given appropriate support from top management in order to fully exploit its knowledge innovation value. Of particular interest is that the findings suggest that knowledge-related activities should be considered as an important attribute in defining and classifying virtual communities. In addition, an enhanced classification framework, extending Porter’s (2004) classic 5Ps model, is proposed to highlight knowledge-related activities in virtual communities. The paper confirms empirically that the virtual product user community is a distinct type of virtual community and can be differentiated from other virtual communities of consumers. The research adopts a method combining observation and content analysis of discussion threads where technical problems are solved, complemented by thematic analysis of interviews with forum members to explore its character, especially its knowledge related attributes. The purpose of this paper is to show that these “virtual product user communities” are a distinct type of customer group with knowledge innovation capability. company sponsored online forums where product users share usage experience and collaboratively construct new knowledge to solve technical problems. One interesting type are virtual product user communities, i.e. With this dissertation, Nanny Kuijsters provides insights for the development of virtual communities for clubs, professionals and interested parties in organized sports.Īmong online communities of customers there are a number of different types of group that need to be distinguished. With their virtual community, voluntary sports clubs offer, besides the accommodation, an online meeting place for sports and other activities with which they can stimulate membership involvement among their members. The online channels together form the virtual community of the club, which, depending on the approach of the club and its members, reflect the online identities of the club. ![]() Social networking sites of sports clubs can help to develop this membership involvement, preferably by using the channels for information and interaction about the club, the sport and the members. Membership involvement is related to bonding aspects such as the intention to support the club and stay as a member. Results show that membership involvement (MI) refers to members' emotional attachment to their club based on participation, relevance and the social world of the club. Seven studies answer two research questions: 1) how can the membership involvement of members of voluntary sport clubs (MI) be conceptualized in terms of dimensions, predictors and benefits and 2) how can social networking sites of voluntary sport clubs contribute to the development of membership involvement of members? These studies together form a multi-method research project. The focus of the research in this dissertation is on two social trends, 'increasing individualisation' and 'increasing digitalisation'. Various developments play a role in this. Despite the fact that sports participation is increasing, clubs have difficulty maintaining their membership levels. Sports clubs in the Netherlands contribute to a healthy lifestyle, social cohesion, and inclusive sports participation. ![]()
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