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Managing information sharing in online communities and marketplaces

Author

Listed:
  • Boon, Edward
  • Pitt, Leyland
  • Salehi-Sangari, Esmail

Abstract

Companies can engage with many online social networks and communities to attract customers, disseminate product information, conduct research, and stimulate innovation. However, for these activities to be successful, it is key that consumers at these platforms trust each other and are willing to share their knowledge freely. The study presented in this article assesses what companies can do to encourage members of online communities and marketplaces to share information with others. For this purpose, a netnographic study was conducted of Etsy.com, an online marketplace for handcrafted and vintage products. The study revealed several key findings: companies can stimulate information sharing through activities that build trust and develop a norm of reciprocity; rules and guidelines are helpful to discourage abuse, but do little to stimulate sharing; and companies should give the right example by sharing knowledge themselves. The guidelines that were developed based on these findings can be used by companies that own or manage an online community as well as by those who intend to engage with one.

Suggested Citation

  • Boon, Edward & Pitt, Leyland & Salehi-Sangari, Esmail, 2015. "Managing information sharing in online communities and marketplaces," Business Horizons, Elsevier, vol. 58(3), pages 347-353.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:3:p:347-353
    DOI: 10.1016/j.bushor.2015.01.008
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    References listed on IDEAS

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    1. Kristine de Valck & Gerrit H. van Bruggen & Berendt Wierenga, 2009. "Virtual communities: A marketing perspective," Post-Print hal-00458421, HAL.
    2. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    3. N/A, 2009. "On the Recession," Local Economy, London South Bank University, vol. 24(3), pages 253-253, May.
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    Cited by:

    1. Ferreira, Valeria & Papaoikonomou, Eleni & Terceño, Antonio, 2022. "Unpeel the layers of trust! A comparative analysis of crowdfunding platforms and what they do to generate trust," Business Horizons, Elsevier, vol. 65(1), pages 7-19.
    2. Evgheni Croitor & Dominick Werner & Martin Adam & Alexander Benlian, 2022. "Opposing effects of input control and clan control for sellers on e-marketplace platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 201-216, March.
    3. N. Baptista & José Carlos Pinho & Helena Alves, 2021. "Examining social capital and online social support links: a study in online health communities facing treatment uncertainty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 57-94, March.

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