Participant Network Patterns in Enhancing Online Community Interactivity

Social media is having an increasing impact on businesses. In particular, the explosive growth of online brand communities has attracted organizations and marketers’ attentions. However, despite the increasing importance of online community for marketing, it is noticed that relatively few of them are successful in attracting community members and enhancing interactivity. In this study, we argue that it is necessary to have a comprehensive understanding regarding how the community members participate in the communal context and interact with each other, and thereby the community interactivity can be continued. To this end, we collected a large amount of data from an online discussion forum where we found that the participants were highly interactive across the discussion topics, thus forming robust communities. Currently, the data analysis pertaining to this study is work in progress, but we will be in a position to offer more in-depth analysis of the rich findings that the research has generated by the time of the conference.