Managing information sharing in online communities and marketplaces
Managing information sharing in online communities and marketplaces
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DOI：
10.1016/j.bushor.2015.01.008
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发表时间：
2015-05
影响因子：
7.4
通讯作者：
E. Boon;L. Pitt;Esmail Salehi-Sangari
中科院分区：
文献类型：
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作者：
E. Boon;L. Pitt;Esmail Salehi-Sangari
公司可以与许多在线社交网络和社区接触，以吸引客户、传播产品信息、进行研究和激励创新。然而，要使这些活动取得成功，关键是这些平台上的消费者相互信任，并愿意自由地分享他们的知识。本文介绍的这项研究评估了公司可以做些什么来鼓励在线社区和市场的成员与其他人共享信息。为此，对Etsy.com进行了网络学研究，Etsy.com是一个手工和复古产品的在线市场。这项研究揭示了几个关键发现：公司可以通过建立信任和制定互惠规范的活动来刺激信息共享；规则和指导方针有助于阻止滥用，但对刺激共享几乎没有作用；公司应该通过自己分享知识来树立正确的榜样。根据这些发现制定的指导方针既可供拥有或管理在线社区的公司使用，也可供那些打算参与其中的公司使用。
Companies can engage with many online social networks and communities to attract customers, disseminate product information, conduct research, and stimulate innovation. However, for these activities to be successful, it is key that consumers at these platforms trust each other and are willing to share their knowledge freely. The study presented in this article assesses what companies can do to encourage members of online communities and marketplaces to share information with others. For this purpose, a netnographic study was conducted of Etsy.com, an online marketplace for handcrafted and vintage products. The study revealed several key findings: companies can stimulate information sharing through activities that build trust and develop a norm of reciprocity; rules and guidelines are helpful to discourage abuse, but do little to stimulate sharing; and companies should give the right example by sharing knowledge themselves. The guidelines that were developed based on these findings can be used by companies that own or manage an online community as well as by those who intend to engage with one.