A Framework for Analyzing Online Communities: Sponsor and Member Value Proposition

M. Gordon Hunter and Rosemary Stockdale
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M. Gordon Hunter: University of Lethbridge, Canada
Rosemary Stockdale: Swinburne University of Technology, Australia

International Journal of Sociotechnology and Knowledge Development (IJSKD), 2010, vol. 2, issue 3, 11-25

Abstract: This paper examines online communities and describes how they can be differentiated from other Internet supported group interactions. A definition of an online community is given and three generic types are identified. These types are defined by the community models based on the value proposition for the sponsors and members. The value proposition for members is strongly influenced by the model, as facilities and opportunities for interaction are structured by the site sponsors. Where online communities offer fulfillment of specific needs, people participate and become members. Additional benefits enhance the value of membership and encourage retention and greater interactivity. Significant benefits are gained from online communities for businesses, NGOs, other community organizations and individuals. Identifying the different types of communities and their characteristics is an important stage in developing greater understanding of how virtual communities can contribute to businesses, healthcare, community needs and a myriad of other contexts. Examples of the three generic types of online communities are included for further edification.

Date: 2010
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