Knowledge Or Entertainment?

October 10, 2017 Comments Off on Knowledge Or Entertainment?

Take a second to read this abstract from Tseng et al.

“Specifically, members with knowledge-seeking motives to participate in online brand communities became committed via two routes: with or without symbolic motives. On the other hand, entertainment-seeking members became committed only via the route through symbolic motives.”

Essentially, people that came for knowledge became committed to the community if they were satisfied with the knowledge gained and, to a slightly lesser extent, if they became motivated to be socially integrated with the group.

People that came to the community for entertainment become committed only if they became first motivated to be a part of the group and then, sometimes, to achieve a positive distinctiveness among that group.

On a model, it looks like this:

The key lesson should be obvious. Determine first if this is a community where people want to be informed or to be entertainment. Promote that purpose. Once people join, focus messaging and activities towards either ensuring they learn effectively (knowledge route) or gradually feel a great part of the group identity (entertainment routes).

Sounds obvious, but then you might be surprised how many people get the two confused.

Comments are closed.
©2023 FeverBee Limited, Apartment 2410, 251 Southwark Bridge Road, London SE1 6FN England FEVERBEE
GO TO THE CUTTING EDGE OF COMMUNITY BUILDING

We’d like you to join us.

We’re a group of community professionals who push each other to the cutting edge of our work. Every day we share our experiences, highlight new expertise, and push one another to become the best community builders we can be.

The day you join, you’ll get access to 1000+ practical tips, dozens of resources, and unlimited access to the top experts in our space. You’ll also get to see how we go about building a community amongst our own audience.

It takes just 30 seconds and doesn’t cost a thing.

CLICK HERE AND JOIN FEVERBEE
Please Select Membership Level to access more posts.

Level Price  
ALL COURSES $750.00 per Month.
Select
Community Development Program $1,100.00 per Month.
Select
Director of Community $8,770.00 per Month.
Select
Free Trial - Accelerator Program Free.
Select
Community Accelerator (founding members) [annually] $250.00 per Year.
Select
Community Accelerator and FeverBee Intelligence [monthly] $45.00 per Month.
Select
Community Accelerator and FeverBee Intelligence [annually] $450.00 per Year.
Select
Full Community Upgrade (Large Enterprise Only) [monthly] $750.00 per Month.
Select
Full Community Upgrade (Large Enterprise Only) [annually] $7,600.00 per Year.
Select