936 resultados para online brand communities
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Pesquisa em foco: Social practices and the construction of trust and engagement in online brand fan pages - 2011. Pesquisadora: Professora Dra. Eliane Pereira Zamith Brito
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Os benefícios das empresas em manterem comunidades virtuais de marca próprias versus os provenientes das comunidades criadas pelos consumidores permanecem desconhecidos. Esse estudo testa o efeito moderador do tipo de gestão da comunidade no impacto da homogeneidade psicográfica percebida, da disponibilidade de avenidas virtuais e do relacionamento com a marca sobre as influências da comunidade e as intenções dos participantes da comunidade. Os dados provêm de 555 participantes ativos de duas grandes comunidades virtuais para o game XBOX no Brasil. Os resultados comprovam que a gestão da comunidade de origem é moderadora de todas as relações consideradas. Apontam, também, que alguns dos efeitos mais favoráveis para a empresa ocorrem na comunidade gerida pelos consumidores. A lealdade à marca, porém, é maior para membros da comunidade oficial. O estudo indica como as empresas podem se beneficiar de comunidades geridas por consumidores.
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Open collaborative projects are moving to the foreground of knowledge production. Some online user communities develop into longterm projects that generate a highly valuable and at the same time freely accessible output. Traditional copyright law that is organized around the idea of a single creative entity is not well equipped to accommodate the needs of these forms of collaboration. In order to enable a peculiar network-type of interaction participants instead draw on public licensing models that determine the freedoms to use individual contributions. With the help of these access rules the operational logic of the project can be implemented successfully. However, as the case of the Wikipedia GFDL-CC license transition demonstrates, the adaptation of access rules in networks to new circumstances raises collective action problems and suffers from pitfalls caused by the fact that public licensing is grounded in individual copyright. Legal governance of open collaboration projects is a largely unexplored field. The article argues that the license steward of a public license assumes the position of a fiduciary of the knowledge commons generated under the license regime. Ultimately, the governance of decentralized networks translates into a composite of organizational and contractual elements. It is concluded that the production of global knowledge commons relies on rules of transnational private law.
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In the perspective of the so called 'cognitive capitalism', this paper intends to analyze the sharing and customization strategies developed in Brazilian online game communities. Under Bruno Latour's Actor-Network Theory (ANT), this work describes these socio-technical networks electing the human and non human relevant actants for their role on what could also be depicted as an distributed cognitive process (HUTCHINS, 2000). This alternative way of participative consumption deals with the social and creative production of tutorials; in-game and out-game editing and all sorts of gathering, organization and distribution of virtual data. The communities studied are related to the game Pro Evolution Soccer (PES) in their multiple platforms
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In the perspective of the so called 'cognitive capitalism', this paper intends to analyze the sharing and customization strategies developed in Brazilian online game communities. Under Bruno Latour's Actor-Network Theory (ANT), this work describes these socio-technical networks electing the human and non human relevant actants for their role on what could also be depicted as an distributed cognitive process (HUTCHINS, 2000). This alternative way of participative consumption deals with the social and creative production of tutorials; in-game and out-game editing and all sorts of gathering, organization and distribution of virtual data. The communities studied are related to the game Pro Evolution Soccer (PES) in their multiple platforms
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In the perspective of the so called 'cognitive capitalism', this paper intends to analyze the sharing and customization strategies developed in Brazilian online game communities. Under Bruno Latour's Actor-Network Theory (ANT), this work describes these socio-technical networks electing the human and non human relevant actants for their role on what could also be depicted as an distributed cognitive process (HUTCHINS, 2000). This alternative way of participative consumption deals with the social and creative production of tutorials; in-game and out-game editing and all sorts of gathering, organization and distribution of virtual data. The communities studied are related to the game Pro Evolution Soccer (PES) in their multiple platforms
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International audience
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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[eng] Proceedings for the 2nd annual conference: Rethinking Educational Ethnography - Researching on-line communities and interactions. University of Barcelona, 7-8 June 2012.
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[eng] Proceedings for the 2nd annual conference: Rethinking Educational Ethnography - Researching on-line communities and interactions. University of Barcelona, 7-8 June 2012.
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[eng] Proceedings for the 2nd annual conference: Rethinking Educational Ethnography - Researching on-line communities and interactions. University of Barcelona, 7-8 June 2012.
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This Master's thesis studies the development of interaction and socialization in online communities. A large number of online communities fade away even before they really get started. In many occasions the reason is that the community does not give anything new, or even if they do, the delivery does not satisfy the users. In this thesis guidelines were developed to help to see important things, which might be forgotten when developing an online community. The thesis goes through the characteristic of an online community and human behaviour related to them and also compares behaviour in the Internet and real life. In addition, usability is an important part of the online communities and thus it is also covered in this thesis. As a result of this thesis an 8-step guideline was developed to ease the design of an online community. Guidelines were also applied to two real life cases which are described as one part of this work.
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This thesis centers to three firm-hosted online communities which operate in the field of software development. The communities were analyzed by using a particular design framework. This thesis investigates how companies can benefit from firm-hosted online communities and how well the design principles are present in analyzed communities. The framework also gives perspective and indicators which enables the possibility to analyze and compare communities with each other. This thesis also discuss how well a design framework designed for measuring social software fits to measuring online communities of software development.
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The purpose of this study is to study whether a Web CMS can be used to implement and host an online community. The study is divided into two parts. The theoretical part contains the definition of Web CMS and clarifies the relation between an online community and a social software. The first part also defines the parameters, which must be taken account when choosing a Web CMS for hosting an online community. The practical part of the study contains analyses of three Web CMSs, Drupal, Liferay and Plone. All the three Web CMSs were analyzed using the technical and social parameters discovered in the theoretical part of the study. The primary objective is to investigate whether the selected Web CMS can be used to implement and host an online community. If hosting is possible, the secondary objective is to investigate whether the selected Web CMS have an effect to the online community.
