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1 – 10 of over 33000
Article
Publication date: 26 December 2023

Claudia Bernasconi and Libby Balter Blume

This article explores the implications of virtual social spaces for conceptualizing community engagement in the practice of architecture and design by critically analyzing…

Abstract

Purpose

This article explores the implications of virtual social spaces for conceptualizing community engagement in the practice of architecture and design by critically analyzing multidisciplinary approaches to conceptualizing community namely space, place, and context to envision social spaces of virtual community engagement by architects and designers.

Design/methodology/approach

This conceptual article utilized narrative literature review as the primary method for conducting a transdisciplinary theoretical integration. First, the authors defined the metaverse as all manner of human-technological interaction. Second, the authors discussed theories of place from architecture, social geography, and human ecology and employed neoecological theory to describe the interactional processes inherent in research and practice with virtual communities. Finally, the authors documented specific types of virtual engagement strategies in architectural research and practice.

Findings

Virtual environments provide varied opportunities for effective collaborations among architects, designers, and community members. The primary strategies identified by the literature review of virtual community engagement were collaborative, augmented reality, and situated digital experiences. In addition, researchers have found that the most effective community engagement bridges interactions in the physical space and digitally mediated interactions.

Research limitations/implications

The authors advocate for increased research towards understanding how the expanded availability of more complex technological tools, such as future versions of artificial intelligence (AI) software, may further layer the landscape of community engagement in ways that may be unpredictable and currently less understood. Additional research is also needed to address participants' perspectives in virtual community engagement and explore how the building of communities in the meta-context is felt, lived, and understood by those who act in them.

Practical implications

The availability of new technological tools and digital platforms challenges diverse professionals to expand their community-engaged practice into the metaverse. Although not every community has broadband Internet or software access, many physical locations whether community centers, libraries, schools, or one’s own home may serve as safe spaces for novel virtual engagement experiences by individuals and groups. Digital engagement can increase opportunities for involvement from persons who are home-bound, lack transportation or child-care to attend in-person community events, or may desire the anonymity afforded by virtual engagement.

Social implications

Virtual environments can provide varied opportunities for effective collaboration among architects, designers, and community members by overcoming physical or nonphysical barriers to in-person engagement. For example, recent case studies of civic and community organizations have successfully integrated physical and virtual community engagement during the global COVID-19 pandemic by overcoming physical or nonphysical barriers to in-person engagement. Community development theorists have referred to such contexts as a “post-place community” in which individuals find solidarity through digital global networks.

Originality/value

This article theorizes virtual community engagement in the metaverse from a transdisciplinary perspective and coins the innovative concept of meta-contexts to describe a global “post-place” community. Integrating theories of place from architecture, social geography, and human ecology guides an original review of effective strategies for meta-contextual digital community engagement by architects and designers.

Details

Archnet-IJAR: International Journal of Architectural Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2631-6862

Keywords

Article
Publication date: 15 December 2022

Rong Zhang

The purpose of this research was to explore the stickiness of players' motivation in a virtual community and to explore the important factors for gamers.

Abstract

Purpose

The purpose of this research was to explore the stickiness of players' motivation in a virtual community and to explore the important factors for gamers.

Design/methodology/approach

In this research, motivation was the independent variable; the virtual community was the mediator; and stickiness was the dependent variable. An online questionnaire survey was conducted, with users of augmented reality (AR) as the research objects. Statistical analysis was carried out using SPSS and AMOS software to verify the research model and research hypotheses, to understand the relation between player motivation and stickiness and to determine whether there were any changes in the virtual community.

Findings

The authors found that the relation between players' motivation in AR-based games and the virtual community had a significant positive impact. Ingress had a significant positive impact on the virtual community and stickiness, and Pokémon had a significant positive impact too. The virtual community of the Ingress game played a completely mediating role in motivation and stickiness, but the virtual community in Pokémon did not have a mediating effect.

Originality/value

The novel approach adopted in this study enabled us to determine the causal relation between player motivation, the virtual community and stickiness, on the basis of the theoretical framework formulated, and the latter was used to construct a path analysis model diagram. The correlation between motivation and the virtual community, between the virtual community and stickiness, and the causal relation between all three was verified. The study results and conclusions may help companies understand how to use virtual communities in AR games to improve stickiness and motivate gamers to continue playing.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 12 August 2011

Ching‐Jui Keng, Hui‐Ying Ting and Ya‐Ting Chen

The aim of this study is to investigate the effects of different virtual product experiences (VPEs, interpersonal and machine) on sense of virtual community (SOVC) for consumers…

2888

Abstract

Purpose

The aim of this study is to investigate the effects of different virtual product experiences (VPEs, interpersonal and machine) on sense of virtual community (SOVC) for consumers. Furthermore, parasocial interaction (PSI) and the sequence of VPEs likely moderate the relationship between different combinations of VPEs and SOVC.

Design/methodology/approach

The study employed a factorial online experimental design: 8 (combinations of VPEs, between subjects) x 2 (sequences of VPEs, between subjects). Participants were randomly assigned to the 16 groups.

Findings

The results show that with a high degree of PSI, the “escapism + social” VPEs group has the greatest beneficial effects on SOVC, whereas with a low degree of PSI, the “aesthetics + information” VPEs group has the greatest beneficial effects on SOVC. Besides, in VPES sequence 1 (interpersonal → machine), the “escapism + social” VPEs group has a greater effect on SOVC, whereas in sequence 2 (machine → interpersonal), there was no statistically significant difference for VPEs combinations relative to SOVC.

Practical implication

This study determines that consumers with different degrees of PSI differ from one another regarding their interactions with web sites and communities. Therefore, the characteristics of PSI provide manufacturers with various marketing strategies for interaction. The combinations and sequences of interpersonal and machine VPEs in this study can provide manufacturers with suggestions for appropriate online shopping web site design.

Originality/value

Although the importance of these virtual experiences is continuously increasing, there is still a lack of studies that empirically analyze from the combinations of machine interaction and interpersonal interaction of VPEs of the effects on consumer behavior.

Details

Internet Research, vol. 21 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 10 April 2007

Hsiu‐Fen Lin

By expanding the technology acceptance model, the purpose of this paper is to provide a research model to examine the impact of online (information quality, system quality and…

7640

Abstract

Purpose

By expanding the technology acceptance model, the purpose of this paper is to provide a research model to examine the impact of online (information quality, system quality and service quality) and offline (offline activities) features on the sustainability of virtual communities. Design/methodology/approach – Based on a survey of 165 community members, the paper uses structural equation modeling approach to investigate the research model.

Findings

The findings indicate that perceived of usefulness, perceived ease of use and offline activities are determinants of sustainability of virtual communities. In addition, information quality affects perceived usefulness, while system‐quality and service quality influence both perceived ease of use and perceived usefulness of virtual communities.

Research limitations/implications

Since this study only considered non‐profit virtual communities, it is unclear whether these analytical results can be generalized to other virtual communities. Further research can apply this research model to examine profit‐oriented virtual communities, such as eBay.com.tw or brand communities.

Practical implications

To sustain a successful virtual community, attention must be paid to enhance both online and offline interactions, including content management, specific sets of web site functions and offline communication. Virtual community providers can apply the findings of this study to focus on the determinants of success for their virtual communities.

Originality/value

Theoretically, while drawing upon the extended TAM, this paper provides a model that is capable of understanding the determinants of sustainability of virtual communities. From a managerial perspective, the findings should provide further insight into member behaviors, leading to more effective strategies for expanding the virtual community.

Details

Internet Research, vol. 17 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 January 2006

Hye‐Shin Kim and Byoungho Jin

This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers.

3964

Abstract

Purpose

This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers.

Design/methodology/approach

Content analysis was conducted on 2,521 web sites hosted by apparel retailers. Web sites of apparel retailers were identified from Stores Magazine “top 100 specialty retailers” and “top 100 retailers” listings, and Google search engine directory. Web sites were analyzed in terms of general characteristics of apparel retailers (e.g. apparel product categories, ability to purchase online, presence of brick‐and‐mortar stores). Two coders individually visited each web site and coded the contents.

Findings

A total of 13 virtual communities hosted by apparel retailers were found. Apparel retailers selling casual merchandise to the young teen market had the strongest representation. Most of the virtual communities used bulletin or message board tools. About half of the virtual communities had registration requirements and rules or membership policies. Discussion topics of community members varied.

Research limitations/implications

The small percentage of apparel retailers hosting virtual communities indicates that more evidence is needed to make it a compelling case for retailers to host virtual communities. Virtual communities may be of value to marketers for consumer research and feedback.

Originality/value

This paper examines virtual communities of consumption hosted by companies that sell apparel products.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 27 September 2011

Wei‐Tsong Wang and Zu‐Hao Wei

Prior research indicates that the success of a virtual community relies on its ability to allow community members to share knowledge interactively. Wiki applications are web‐based…

2641

Abstract

Purpose

Prior research indicates that the success of a virtual community relies on its ability to allow community members to share knowledge interactively. Wiki applications are web‐based hypertext applications that facilitate collaborative authoring, and have been widely adopted by virtual communities to facilitate knowledge sharing and accumulation. Nevertheless very few studies have empirically investigated the dynamics of how these applications contribute to the development and continuity of virtual communities by enhancing the knowledge sharing intentions of community members. This paper aims to address these issues.

Design/methodology/approach

A theoretical model was developed to explain and predict the knowledge sharing intentions of virtual community members. Survey data collected from 232 wiki community members were examined using structural equation modelling to verify the theoretical model.

Findings

The research results confirm the positive influence of the use of wiki applications on knowledge sharing intention through the mediating effects of member interactions, community participation, and community promotion. However it was found that community trust and community identification had no significant effect on knowledge sharing intention.

Originality/value

Very few studies have empirically investigated the relationships among the characteristics of wiki applications, virtual community outcomes (participation, promotion, trust, and identification), and the knowledge sharing intentions of virtual community members. The research findings can enrich our understanding of how wiki or other similar technologies affect the sharing of knowledge within virtual communities. This can, in turn, provide both virtual community administrators and managers of organisations with guidelines for creating successful knowledge sharing practices.

Details

Online Information Review, vol. 35 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 6 August 2008

Maria Sicilia and Mariola Palazón

The purpose of this study is to provide a better understanding of the virtual communities' phenomenon.

15411

Abstract

Purpose

The purpose of this study is to provide a better understanding of the virtual communities' phenomenon.

Design/methodology/approach

This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca‐Cola, in Spain.

Findings

This study has shown that a web site can act as a marketing tool to develop a group of loyal consumers around the brand. The strength of the Spanish strategy relies on the creation of a virtual community, which provides functional, social, and experiential values.

Originality/value

The paper analyses the evolution from off‐line communities to virtual communities. A uses and gratification approach is used to explain consumer participation in virtual communities. The paper offers some useful guidelines for the creation and maintenance of a virtual community.

Details

Corporate Communications: An International Journal, vol. 13 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 13 March 2017

Xema Pathak and Manisha Pathak-Shelat

By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a…

2866

Abstract

Purpose

By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of conversation. The overall purpose is to aid brand managers in the process of brand co-creation by articulating brand communication targeted to specific audiences based on their shared passions and interests.

Design/methodology/approach

The study adopts a mixed-methods approach. The primary data were collected from two virtual brand communities through qualitative net-based ethnographic methods. Semantria Excel plug-in was used to categorize the extracted consumer statements based on positive, neutral and negative sentiments.

Findings

Managing the negative interactions in the virtual communities and relationship development with members through non-commercial conversations should be the two main priorities for effective brand management. Sentiment analysis specifically helps to identify pain points and consumer sentiments at each stage of the shopper journey. The findings of the study endorse the importance of offering and supporting communities as a valid marketing.

Research limitations/implications

This paper shows how systematic attention to user interactions on virtual brand communities can be used for tribal marketing, which in turn will impact the intangible aspects of the business, such as increasing brand value and loyalty. By engaging the consumers, the social ties among the target audience can be nurtured and strengthened.

Originality/value

This paper focuses on decoding their behavior by unpeeling the consumer statements rather than tangible aspects of the business, such as sales of products or services. It contributes to development of a theoretical framework that outlines how the interactions in virtual brand communities can aid in formulating the functional and communicational strategies for a brand.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 August 2006

Rong‐An Shang, Yu‐Chen Chen and Hsueh‐Jung Liao

To examine the effects of consumers' lurking and posting behaviors in virtual consumer communities on specific brand loyalty.

19109

Abstract

Purpose

To examine the effects of consumers' lurking and posting behaviors in virtual consumer communities on specific brand loyalty.

Design/methodology/approach

An online survey of a virtual community of Apple computer users was conducted to test a model of involvement, participation, loyalty, trust, and attitudes toward the brand exist in messages within the community.

Findings

The causes and effects of lurking and posting differed. Lurking contributed to brand loyalty more than posting did, and the primary purpose of lurking was to look for information regarding product function/performance, instead of satisfying consumers' affective needs.

Research limitations/implications

As a result of the limitations in a computer mediated communication environment, virtual consumer communities should be perceived as an arena for weak‐tied strangers to communicate for word‐of‐mouth (WOM) behavior, rather than as a brand community.

Practical implications

Although negative messages in a community can hurt brand image, companies should encourage the establishment of communities about their products and encourage consumers to participate in them.

Originality/value

Although the importance of virtual communities has been recognized, few studies have been done to examine the business value of consumer communities. Based on perspectives of brand community and WOM behavior, this paper contributes to virtual community and marketing research by clarifying the effects of consumers' lurking and posting behaviors in a consumer community on brand loyalty.

Details

Internet Research, vol. 16 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 17 April 2007

Julia A. Hersberger, Adam L. Murray and Kevin S. Rioux

The purpose of this paper is to present an emergent conceptual framework for examining virtual communities.

3914

Abstract

Purpose

The purpose of this paper is to present an emergent conceptual framework for examining virtual communities.

Design/methdodology/approach

Established theories and models of community, social networks, information exchange, and information sharing behaviours are explored with the goal of determining their usefulness in conceptualising virtual communities.

Findings

Explored theories and models are inter‐related and expanded to form a tiered conceptual framework for examining virtual communities. This framework also acknowledges the affective contexts in which virtual communities operate.

Practical implications

The presented conceptual framework may inform information professionals tasked with creating, maintaining, and improving corporate, educational, research, and other information systems. It may also be of use to researchers who seek to build theory that attempts to explain phenomena observable in virtual communities.

Originality/value

In contrast to models and frameworks which focus on analysing individual components and attributes of virtual communities, the presented framework provides a holistic starting point for understanding inter‐related structural, cognitive, behavioural and affective dimensions of online communities

Details

Online Information Review, vol. 31 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

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