Individual knowledge sharing behavior in dynamic virtual communities： the perspectives of network effects and status competition

Purpose： While most literature concerning knowledge sharing examines it as an organizational method for innovation and value creation, this paper considers online knowledge sharing as an individual behavior decision embedded in a virtual community. We attempt to explore which sharing behavior can help individual participants gain a better position in an online community, improving social status, reputation, and other social networking interests. Design/methodology/approach： We collected and measured the knowledge sharing activities and discussion from a Chinese online expertise knowledge network in Business Management Consulting. We tested the mediating effects of the sharing behavior of the major members of the online knowledge network on members＇ status （network centrality） in different time units （days）. Findings： In a dynamic virtual community, the direct result of knowledge sharing behavior is reflected in the individual status position （the degree of node centrality）. At the same time, individual knowledge sharing behavior has an ＂inertia effect＂： individual prior status （the degree of node centrality） affects current knowledge sharing behavior, while current knowledge sharing behavior affects current status in the knowledge network, forming an inertial circuit between personal behavior and network status. Originality/value： We expound the theory of individual knowledge sharing in the context of an inter-person dynamic virtual community; we provide action ＂strategies＂ for individual knowledge shating behavior choice, for better understanding the nature of individual knowledge behavior, and we also propose and test the ＂inertia effect＂ of knowledge sharing behavior and the knowledge network, and demonstrate the theory of network effects from an individual perspective.

Assessment of Quality of Service of Virtual Knowledge Communities

An assessment method for the quality of service （QoS） of virtual knowledge communities （VKC） is proposed based on fuzzy theory and analytic hierarchy process （AHP）. The QoS is evaluated in terms of Website design, reliability, responsiveness, trust, personalization, and information quality. The cognitive QoS and the QoS evaluated by assessors are compared to analyze which QoS of the VKC should be improved urgently and which indicators keep leading positions, and to assist administrators of the VKC on measuring and understanding current status and implementation effect of the QoS.

Research on the Continuous Participation of Virtual Brand Community in Decision-Making Based on Social Influence Theory

Based on the social influence theory,the influence of virtual brand community members’perceived value on social influencing factors is discussed,and the influence of social influencing factors on virtual brand community members’continuous participation in decision-making is analyzed.Through an empirical analysis of the survey data of Xiaomi users in the Xiaomi Community,the results showed that the perceived value of virtual brand community members significantly and positively affects social influencing factors,which also significantly and positively affect the members’continuous participation in virtual brand communities.Therefore,only by sharing valuable information resources and improving the efficiency of information flow,thereby enhancing the perceived value of the community and increasing the stickiness of members to the virtual community,will we have an opportunity to enhance the interaction among members and effectively promote continuous participation in community activities through the strong bonds formed among members.

Antecedents of Microblogging Users’Purchase Intention Toward Celebrities’Merchandise:Perspectives of Virtual Community and Fan Economy

Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.

The Supernetwork Model of Social Networking Services

The unique ways of information organization and dissemination was examined through the microblog and the real-name social network as the representatives of the new virtual social networks. In order to discuss the interrelation and interaction of the two dimensions-topic and user, a supernetwork model was established based on the supernetwork research method. Through the actual data, a supernetwork topology diagram and the changing rule of user participation were attained. And it was concluded that the key factor of dealing with emergent online public sentiment should start with affecting the opinions of key figures, whose opinions would further affect the public opinions.