Understanding participation in company social networks
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://repositorio.inesctec.pt/handle/123456789/4676 http://dx.doi.org/10.1108/josm-04-2013-0112 |
Resumo: | Purpose - This article seeks to contribute to a better understanding of company social networks (CSNs), which constitute people connected to a company or brand through a social networking site. To this end, the research addresses both participation goals and CSN attributes that drive participation in CSNs. Design/methodology/approach - With a grounded theory approach, this research begins with an exploratory study of the page maintained by a large retailer for six months, followed by a qualitative study featuring in-depth individual interviews and focus groups with 26 members of the CSN. Findings - The results highlight differences between CSNs and other types of online communities (OCs). Members rely on the company to help them achieve their goals; few count on their CSN peers, with whom they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand. Practical implications - CSNs can create value for both the host company and its members; active management is necessary to unlock that potential. The implications for CSN management include strategies to foster participation and increase value for companies and members. Originality/value - Although the previous research has studied OCs, specific research on CSNs is scarce. This study characterizes CSNs and provides details regarding participation factors in this new context, as well as relevant implications for CSN management and service research. |
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Understanding participation in company social networksPurpose - This article seeks to contribute to a better understanding of company social networks (CSNs), which constitute people connected to a company or brand through a social networking site. To this end, the research addresses both participation goals and CSN attributes that drive participation in CSNs. Design/methodology/approach - With a grounded theory approach, this research begins with an exploratory study of the page maintained by a large retailer for six months, followed by a qualitative study featuring in-depth individual interviews and focus groups with 26 members of the CSN. Findings - The results highlight differences between CSNs and other types of online communities (OCs). Members rely on the company to help them achieve their goals; few count on their CSN peers, with whom they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand. Practical implications - CSNs can create value for both the host company and its members; active management is necessary to unlock that potential. The implications for CSN management include strategies to foster participation and increase value for companies and members. Originality/value - Although the previous research has studied OCs, specific research on CSNs is scarce. This study characterizes CSNs and provides details regarding participation factors in this new context, as well as relevant implications for CSN management and service research.2017-12-21T14:49:29Z2013-01-01T00:00:00Z2013info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://repositorio.inesctec.pt/handle/123456789/4676http://dx.doi.org/10.1108/josm-04-2013-0112engMartins,CSLia Patrícioinfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-05-15T10:20:29Zoai:repositorio.inesctec.pt:123456789/4676Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:53:13.098720Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Understanding participation in company social networks |
title |
Understanding participation in company social networks |
spellingShingle |
Understanding participation in company social networks Martins,CS |
title_short |
Understanding participation in company social networks |
title_full |
Understanding participation in company social networks |
title_fullStr |
Understanding participation in company social networks |
title_full_unstemmed |
Understanding participation in company social networks |
title_sort |
Understanding participation in company social networks |
author |
Martins,CS |
author_facet |
Martins,CS Lia Patrício |
author_role |
author |
author2 |
Lia Patrício |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Martins,CS Lia Patrício |
description |
Purpose - This article seeks to contribute to a better understanding of company social networks (CSNs), which constitute people connected to a company or brand through a social networking site. To this end, the research addresses both participation goals and CSN attributes that drive participation in CSNs. Design/methodology/approach - With a grounded theory approach, this research begins with an exploratory study of the page maintained by a large retailer for six months, followed by a qualitative study featuring in-depth individual interviews and focus groups with 26 members of the CSN. Findings - The results highlight differences between CSNs and other types of online communities (OCs). Members rely on the company to help them achieve their goals; few count on their CSN peers, with whom they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand. Practical implications - CSNs can create value for both the host company and its members; active management is necessary to unlock that potential. The implications for CSN management include strategies to foster participation and increase value for companies and members. Originality/value - Although the previous research has studied OCs, specific research on CSNs is scarce. This study characterizes CSNs and provides details regarding participation factors in this new context, as well as relevant implications for CSN management and service research. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-01T00:00:00Z 2013 2017-12-21T14:49:29Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/article |
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article |
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http://repositorio.inesctec.pt/handle/123456789/4676 http://dx.doi.org/10.1108/josm-04-2013-0112 |
url |
http://repositorio.inesctec.pt/handle/123456789/4676 http://dx.doi.org/10.1108/josm-04-2013-0112 |
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eng |
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eng |
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