Towards a Framework for Web 2.0 Community Success: A Case of YouTube

Joshua Chang and Clifford Lewis
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Joshua Chang: Curtin University of Technology, Australia
Clifford Lewis: University of Wollongong, Australia

Journal of Electronic Commerce in Organizations (JECO), 2011, vol. 9, issue 2, 1-14

Abstract: Although ample research has been conducted on the topic of community, there is still much research to be done on online communities. More specifically, there is a paucity of research on the topic of building successful Web 2.0 communities like YouTube—the top ranked Web 2.0 video sharing website. In this paper, a framework for Web 2.0 community success is proposed based on a theoretical review and an empirical study of YouTube using a dual approach consisting of content analysis and grounded theory interviews. The findings identify specific internal and external factors that are important for the success of YouTube as a Web 2.0 community. A framework of Web 2.0 community success is also proposed, which is useful in the planning and administration of Web 2.0 Communities.

Date: 2011
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