Business Administration 3300K Study Guide - Quiz Guide: Motivation, Virtual Community
11 Nov 2020
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Document Summary
S6-im: how to foster and sustain engagement in virtual communities . Engagement: class of behaviours that reflects community members" demonstrated willingness to participate and cooperate with others in a way that creates value for themselves and for others; engagement with sponsor firm is intertwined with intrinsic needs. And sustain engagement: based on literature, based on research efforts, based on research efforts. Stage 1: understand consumer needs and motivations: community members work to achieve both functional (information seeking, information contribution) and communal (helping others) goals. Social and psychological needs members aim to fulfill in communities. Information: finding value in community that provides access to information that helps to solve problems and make decisions. Relationship building: building productive relationships with others in community. Social identity / self-expression: achieving self-awareness that members of community are gratified by emotional and cognitive connection with community. Helping others: finding value in helping others, especially those with personal connection.
