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Online Communities In Mature Markets: Why Join, Why Innovate, Why Share?

Author

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  • LARS JANZIK

    (Hamburg University of Technology, Institute of Technology and Innovation Management, Schwarzenbergstrasse 95, 21073 Hamburg, Germany)

  • CHRISTINA RAASCH

    (Hamburg University of Technology, Institute of Technology and Innovation Management, Schwarzenbergstrasse 95, 21073 Hamburg, Germany)

Abstract

Online communities (OCs), especially those related to particular products or brands, have become a potent means of identifying user needs and solution ideas, thereby supporting companies to innovate. Despite their growing relevance, user innovation activities within consumer OCs still are underexplored. Members' motivations to innovate and contribute to OCs, in particular, belong to a young line of research requiring further investigation. This study contributes to this line of research by providing an in-depth netnographic analysis of innovative, privately operated OCs dedicated to tangible consumer products. Most fundamentally, we differentiate: (1) motives to join OCs, (2) motives to innovate, and (3) motives to publish innovations in OCs. It is the first study that categorizes the motives of innovative OC members depending on membership lifecycle and situational factors. Our results support companies in understanding members' motives in privately operated OCs relating to the company's brand or products. Thus, it provides a foundation for the development of specific incentives and tools that stimulate user activity.

Suggested Citation

  • Lars Janzik & Christina Raasch, 2011. "Online Communities In Mature Markets: Why Join, Why Innovate, Why Share?," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 15(04), pages 797-836.
    • Handle: RePEc:wsi:ijimxx:v:15:y:2011:i:04:n:s1363919611003568
    DOI: 10.1142/S1363919611003568
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    References listed on IDEAS

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    1. Hiltz, Starr Roxanne, 1984. "Online Communities," University of Chicago Press Economics Books, University of Chicago Press, number 9780893913748, February.
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    Cited by:

    1. Peng, Yi & Lu, Liling, 2024. "Untangling influence: The effect of follower-followee comparison on social media engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Steils, Nadia & Hanine, Salwa, 2019. "Recruiting valuable participants in online IDEA generation: The role of brief instructions," Journal of Business Research, Elsevier, vol. 96(C), pages 14-25.
    3. Zeng, Michael A. & Koller, Hans & Jahn, Reimo, 2019. "Open radar groups: The integration of online communities into open foresight processes," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 204-217.
    4. Zeng, Michael A., 2018. "Foresight by online communities – The case of renewable energies," Technological Forecasting and Social Change, Elsevier, vol. 129(C), pages 27-42.
    5. Kei Aoki, 2021. "The Relationship between Well-Being and Knowledge Sharing," Sustainability, MDPI, vol. 13(9), pages 1-13, April.
    6. Matti Grosse & Jakob Pohlisch & Jakob J. Korbel, 2018. "Triggers of Collaborative Innovation in Online User Communities," JOItmC, MDPI, vol. 4(4), pages 1-19, December.
    7. Youngjun Kim & Changho Son, 2022. "Evaluation of Online Communities for Technology Foresight: Data-Driven Approach Based on Expertise and Diversity," Sustainability, MDPI, vol. 14(20), pages 1-13, October.

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