Managing member behaviour in online communities | The Oxford Review - OR Briefings

Managing member behaviour in online communities

Research Briefing

Keywords: framing, online, online communications, influence, in-group norms, online communities, communities of practice

Online communities are becoming an increasingly significant part of daily life for people in organisations. A 2012 study estimated that online communities add approximately US$1 trillion to the global economy every year. Given that this study is seven years old, it is highly probable that this figure has increased significantly.

Online communities are not only internal organisational phenomena, but are increasingly being used by organisations to connect with stakeholders, clients, customers and the general public for a range of beneficial purposes including:

  • customer feedback
  • product ideas
  • service suggestions
  • strategic direction feedback
  • testing ideas, products and services
  • building loyalty
  • reporting incidents

and a range other useful commercial and non-commercial beneficial purposes.

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