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Community‐type content that are social network services and blogs are maintained by communities of people. Occasionally, community members do not understand the nature of the content from multiple perspectives, and so the volume of information is often inadequate. The authors thus consider it necessary to present users with missing information. The purpose of this paper is to search for the content “hole” where users of community‐type content missed information.

The proposed content hole is defined as different information that is obtained by comparing community‐type content with other content, such as other community‐type content, other conventional web content, and real‐world content. The paper suggests multiple types of content holes and proposes a system that compares community‐type content with Wikipedia articles and identifies the content hole. The paper first identifies structured keywords from the community‐type content, and extracts target articles from Wikipedia using the keywords. It then extracts other related articles from Wikipedia using the link graph. Finally, it compares community‐type content with the articles in Wikipedia and extracts and presents content holes.

Information retrieval looks for similar data. In contrast, a content‐hole search looks for information that is different. This paper defines the type of content hole on the basis of viewpoints. The proposed viewpoints are coverage, detail, semantics, and reputation.

The paper proposes a system for extracting coverage content holes. The system compares community‐type content with Wikipedia and extracts content holes in the community‐type content.

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths and the role of users’ preference for intimate (vs broad) social networks.

The authors conduct a field survey and a scenario experiment among social media users across different brands from three different product categories. They examine the impact of marketer-generated content on user engagement while considering the moderating role of network intimacy (i.e. the mutual confiding within a user’s social network in terms of small social circles) and the mediating role of user motivations (i.e. autonomous vs controlled motivation for community membership).

The findings show that affiliative content (i.e. content that highlights shared values) drives user engagement through autonomous motivation, and utilitarian content (i.e. content that highlights tangible benefits) drives user engagement through controlled motivation. Notably, injunctive content (i.e. content that demands specific user behavior) is not a promising instrument to increase user engagement in social media brand communities when not targeted correctly.

The authors link three generic content types derived from literature on communal systems to user engagement, demonstrate the motivational underpinnings of their translation into engagement behavior and show that network intimacy can explain why the same content type can impact user engagement through two motivational paths.

The authors present three types of content that marketers can craft to trigger users to engage with a brand’s social media community and show when this content is most effective and why. By examining the moderating role of network intimacy, this research aims at providing targeting implications to social media marketers.

This research provides new insights on the effectiveness of marketer-generated content. The authors reveal two motivational paths that compete in explaining the overall effectiveness of different types of marketer-generated content to fuel user engagement. The authors further demonstrate that these relationships depend on the intimacy of a user’s circle of online friends.

Social commerce platforms are prevalent in the explosion of social media and e-commerce, and they enable conversations across a broad range of topics. However, their success depends on consumers' willingness to invest their time, attention and money. Digital influencers have shown prominent effects on consumers in those social commerce platforms. This study, thus, aims to attempt to unravel the role of digital influencers in affecting consumer engagement and purchase behaviour in online social commerce communities.

A mixed approach with a field interview, an online survey and secondary archive data are presented to confirm all the hypotheses.

Several forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could influence consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further influence consumer purchase likelihood in the social commerce community.

Several forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could affect consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further affect consumer's purchase expenditure in the social commerce community.

This study draws on the theories of social power and social influence and integrates the literature on consumer engagement to explain how digital influencers affect consumer engagement and their purchase behaviour in an online social commerce community. Firstly, this work extends existing studies on the antecedents of consumer engagement in the social commerce communities by considering the role of digital influencers. Secondly, this research advances the theoretical understanding of the influence of digital influencers through a new lens of social power. The findings also contribute to community managers, users who pursue popularity and companies who target business goals.

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).

In continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.

A study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.

Members with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.

This research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.

This is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

Since the success of online communities depend on physicians' participation, understanding factors that influence community participation and content contribution are critical for online health communities (OHCs). Drawing on the self-determination theory (SDT), an empirical model was proposed to explore the effects of social returns and economic returns on physicians' community participation, private content contribution and public content contribution, and the moderating effect of their online seniority. This paper aims to address these issues.

Empirical data of 4,343 physicians were collected from a Chinese OHC, and ordinary least squares (OLS) and negative binomial regression models were employed to verify the proposed theoretical model.

The authors’ results indicate that both social and economic returns have a positive effect on physicians' community participation and private content contribution, and their online seniority strengthens the positive effects of economic returns on community participation and private content contribution.

The authors’ research extends physicians' community participation by dividing content contribution into private and public, and enhances our understanding of the determinants of physicians' participation in OHCs by exploring the effects of social and economic returns, as well as the moderating effect of online seniority. Their findings contribute to the literature on e-Health and user participation, and provide management implications for OHC managers.

The peer review history for this article is available at https://publons.com/publon/10.1108/OIR-11-2021-0615/

This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC.

Experimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days.

Both in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3.

This research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context.

This study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth.

This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used.

The results show a positive relationship between firm identification and community identification. Moreover, both variables exert a positive effect on content creation. Furthermore, content creation positively influences offline and online word of mouth. This influence is moderated by self-enhancement in the case of online word of mouth.

Firm managers must enhance customer identification, as it can turn in behaviors that are beneficial for the company. Moreover, firms that own online communities must apply segmentation strategies based on identification and self-enhancement to encourage positive behaviors from customers.

This research tests the relationship between firm identification and community identification. Additionally, this study jointly analyzes the impact of these variables on several beneficial behaviors.

La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como el efecto indirecto de estas variables de identificación sobre el boca- oído offline y online.

Esta investigación propone un modelo teórico, el cual es estimado mediante Partial Least Squares a partir de información procedente de 491 usuarios de agencias de viajes online.

Los resultados muestran una relación positiva entre la identificación con la firma y la identificación con la comunidad. Además, ambas variables ejercen un efecto positivo en la creación de contenido. Asimismo, la creación de contenido influye positivamente sobre el boca-oído offline y online. Esta influencia es moderada por la necesidad de reconocimiento de los consumidores.

Los resultados del trabajo recomiendan potenciar la identificación del cliente con la empresa, dado esta identificación conlleva comportamientos beneficiosos para la compañía. Además, las compañías que poseen comunidades online deberían aplicar estrategias de segmentación basadas en la identificación y la necesidad de reconocimiento de cara a potenciar que sus clientes llevan a cabo comportamientos positivos para la empresa.

Esta investigación examina la relación entre la identificación con la compañía y la identificación con la comunidad. Adicionalmente, este estudio analiza conjuntamente el impacto de estas variables en comportamientos que son beneficiosos para la empresa

Trabajo de investigación