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The more the merrier?: An empirical study about members' engagement in an online brand community
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

Existing literature has shown that an online brand community (OBC) consists of two participation groups: lurker and poster. Different views of lurking and the process of de-lurking are discussed in previous research. This study assumes that it is not necessary to turn lurkers into posters following a linear process. Moreover, an expanded understanding of members in an online brand community, especially the passive members, and a bigger understanding of the engagement level of participants is provided. Three focus groups with a total of 17 international respondents were conducted. The findings and discussion have shown that the differentiation between lurkers and posters is no longer accurate, as different views of active and passive participation occurred. It is recommended to rather shift the focus to the level of members’ engagement than solely taking their participation level into consideration, as different behavioral movements were ascertained. It is recommended to keep members consistently engaged and move them towards higher engagement, no matter if they are considered to be active or passive participants.

Place, publisher, year, edition, pages
2019.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mdh:diva-43701OAI: oai:DiVA.org:mdh-43701DiVA, id: diva2:1321694
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Available from: 2019-06-17 Created: 2019-06-09 Last updated: 2019-06-17Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf