As a result of the rise of digital technologies new media phenomena shape the rela-tionship between customer and company. Companies need to take the shift in rela-tionships into account when managing customer relationships in the age of digital-ization. Customers are now more involved and adopt a more powerful position as market participants. Simultaneously, companies are able to interact with their cus-tomers directly. One new media phenomenon is the emergence of virtual commu-nities which are hosted by firms for commercial purposes. Virtual communities permit companies to enhance the customer-firm-relationship and promote consumer-to-consumer interactions. With the help of virtual peer-to-peer problem solving (P3) commu-nities, companies can complement their service support in a low-cost way.
Thus, the research question of this seminar paper pertains to this issue: What motivates consumers to participate in firm-hosted virtual P3 communities?
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definitions & Classification of Virtual Communities
- Influences on Participation in Firm-Hosted Virtual P3 Communities
- Influence of Individual Motivations on Participation
- An Introduction to Uses & Gratifications Theory
- Anticipated Functional Benefits
- Anticipated Social Benefits
- Anticipated Hedonic Benefits
- Influence of Social Capital on Participation
- An Introduction to Social Capital Theory
- Structural Social Capital
- Cognitive Social Capital
- Relational Social Capital
- Framework and Managerial Implications
- Influence of Individual Motivations on Participation
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This seminar paper investigates the motivations behind consumer participation in firm-hosted virtual peer-to-peer problem-solving (P3) communities. It aims to address the inconsistencies in existing literature by providing a unifying framework that explains participation drivers. The research seeks to understand why consumers contribute to these communities despite the potential for free-riding and the lack of immediate personal benefit.
- Understanding consumer motivations for participation in firm-hosted virtual P3 communities.
- Developing a unifying framework for analyzing participation drivers using Uses and Gratifications theory and Social Capital theory.
- Identifying the influence of individual motivations (functional, social, and hedonic benefits) on participation.
- Exploring the role of social capital (structural, cognitive, and relational) in driving participation.
- Deriving managerial implications for successfully managing virtual P3 communities.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory chapter establishes the context of the research by highlighting the evolving relationship between companies and customers in the digital age. It emphasizes the rise of firm-hosted virtual communities, particularly P3 communities, as a tool for enhancing customer relationships and providing low-cost service support. The chapter introduces the core research question: What motivates consumers to participate in firm-hosted virtual P3 communities? It notes the inconsistencies in existing literature and outlines the paper's contribution: a unifying framework based on Uses and Gratifications theory and Social Capital theory to explain participation drivers. The inherent challenges of collective action in these communities, with the potential for free-riding, are also introduced.
Definitions & Classification of Virtual Communities: This chapter likely provides a foundational understanding of virtual communities, differentiating them from other online social interactions and clarifying the specific characteristics of firm-hosted P3 communities. It will likely establish clear definitions and distinctions relevant to the later analysis of participation motivations.
Influences on Participation in Firm-Hosted Virtual P3 Communities: This chapter forms the core of the analysis, exploring the factors influencing consumer participation. It likely integrates the Uses and Gratifications theory to analyze individual motivations (functional, social, and hedonic benefits derived from participation), while employing Social Capital theory to examine the influence of social factors (structural, cognitive, and relational capital) on participation decisions. The integration of these theoretical frameworks provides a comprehensive explanation of the complex interplay of individual and social dynamics that drive or hinder participation in these communities. The chapter's likely conclusion would offer a synthesized understanding of these multiple factors.
Schlüsselwörter (Keywords)
Digital marketing, customer relationship management, virtual communities, peer-to-peer problem solving (P3), uses and gratifications theory (U&G), social capital, participation motivation, online communities, firm-hosted communities, free-riding, collective action.
Frequently Asked Questions: Comprehensive Language Preview
What is the topic of this research paper?
This research paper investigates the motivations behind consumer participation in firm-hosted virtual peer-to-peer problem-solving (P3) communities. It aims to understand why consumers contribute to these communities despite the potential for free-riding and the lack of immediate personal benefit.
What are the key objectives of the research?
The research seeks to understand consumer motivations for participation in firm-hosted virtual P3 communities, develop a unifying framework for analyzing participation drivers using Uses and Gratifications theory and Social Capital theory, identify the influence of individual motivations (functional, social, and hedonic benefits), explore the role of social capital (structural, cognitive, and relational), and derive managerial implications for successfully managing virtual P3 communities.
What theoretical frameworks are used in this research?
The research utilizes Uses and Gratifications theory to analyze individual motivations for participation, focusing on functional, social, and hedonic benefits. It also employs Social Capital theory to examine the influence of structural, cognitive, and relational capital on participation decisions.
What are the main themes explored in the research?
The main themes include consumer motivations, the role of individual benefits (functional, social, hedonic), the impact of social capital (structural, cognitive, relational), and the managerial implications for firms hosting these communities. The challenges of collective action and the potential for free-riding are also central themes.
How is the research structured?
The research is structured with an introduction, a section defining virtual communities, a core section analyzing influences on participation (integrating Uses and Gratifications and Social Capital theories), and a conclusion. Each chapter provides a summary of its content.
What are the key findings (as previewed)?
The preview doesn't present specific findings, but it suggests that the research will provide a unifying framework explaining participation drivers in firm-hosted virtual P3 communities, considering both individual motivations and social capital influences.
What are the managerial implications of this research?
The research aims to derive managerial implications for successfully managing virtual P3 communities, likely focusing on strategies to encourage participation and address the challenges of collective action and free-riding.
What are the keywords associated with this research?
Keywords include: Digital marketing, customer relationship management, virtual communities, peer-to-peer problem solving (P3), uses and gratifications theory (U&G), social capital, participation motivation, online communities, firm-hosted communities, free-riding, collective action.
- Citar trabajo
- Mira Oetzmann (Autor), 2016, How to Manage Customer Relationships in the Age of Digitalization, Múnich, GRIN Verlag, https://www.grin.com/document/378480
