Search results for "Virtual community"
showing 10 items of 22 documents
Le marketing tribal électronique: vers une rationalisation sociale généralisée de la socialisation en ligne ?
2010
International audience; L’instrumentalisation marchande du phénomène de socialisation électronique, sans nous questionner plus avant ici sur son efficacité économique réelle, réactualise la question de la rationalisation du lien social à l’heure de la massification d’Internet. Cette rationalisation est considérée par beaucoup de penseurs critiques, à la suite des travaux d’Habermas sur l’Espace Public, comme un affaiblissement, voire une disparition d’un être-ensemble détaché pour partie de la raison calculatoire, de la logique de l’intérêt. Ainsi, les stratégies marketing ciblant la population internaute, que l’on pourrait rassembler en nous inspirant de Bernard Cova et de Michel Maffesoli…
The Quality of Service Issue in Virtual Environments
2011
Networked virtual environments (NVEs) have become a major trend in distributed computing, mainly due to the enormous popularity of multi-player online games in the entertainment industry. Nowadays, NVE systems are considered as the supporting technology for many networked and virtual organizations (NVO) (Singhal & Zyda, 1999), especially to those classified within the field of computer supported cooperative work (CSCW), where networked computer can be seen as a standard to provide the technological means to support the team design (Ott & Nastansky, 1997). These highly interactive systems simulate a virtual world where multiple users share the same scenario. The system renders the im…
ITCs on socio-ecological transition's issues : The case of Fontaine d'Ouche area in Dijon (Burgundy, France)
2012
International audience
Convergences des logiques sociales de la collaboration et des communautés en ligne
2012
How to create and / or control a group online, in or outside the boundaries of the organization so that it contributes to economic development of the company? This question functionalist concerns us, as sociologists and researchers in CIS, the hypothetical convergence of marketing and managerial logics in building community online. Fruits of political knowledge management, management of the symbolic and innovation processes in the organization in part, and an effective marketing strategy of intermediation between the user / consumer / innovator and consumer product for another part, the convergent approach and instrumental group online is sure to redefine the contours of the process of soci…
The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word‐of‐mouth advertising
2011
PurposeThis paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct.Design/methodology/approachThe paper proposes that belonging to a virtual community has positive effects on consumer satisfaction, affective commitment and word‐of‐mouth behaviour. After validation of the measurement scales the hypotheses are contrasted through modelling.FindingsThe data show that belonging to a virtual community may enhance consumer satisfaction, affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper intro…
Vers une instrumentalisation généralisée du lien communautaire en ligne : la montée en puissance du Community Management
2014
International audience; L’apparition et le développement du processus de socialisation en ligne se conçoit plus que jamais à l’intérieur de logiques marketing et marchandes : d’une part, le développement économique des réseaux sociaux se construit sur l’activité communicationnelle entre les usagers et crée de la valeur ; d’autre part, la puissance capitalistique des opérateurs du Web 2.0 permet de fournir aux usagers des plateformes d’échanges performantes, évolutives et conviviales qui assoient le développement du processus de socialisation lui-même (création et échanges de contenus, construction d’appartenances, constructions de solidarités et de réciprocités, etc.). Ainsi, c’est le déplo…
The many faces of online community : Images and imaginings of togetherness on Imgur
2018
This article discusses the meaning and function of “community” as a discourse on the image-sharing website Imgur. The analysis shows that the community term has many meanings and serves as a shorthand for a wide variety of social practices, and these meanings are shaped by the experiences of social action leading to the use of the term. Based on ethnographic data, nexus analysis provides an understanding of how the interactions related to community on the site come to take place the way they do. In conceiving of these interactions as mediated discourse, the article provides a fresh approach to the long-established academic discussion on the definition of community, suggesting a new concepti…
La transparence dans les communautés virtuelles.
2005
10 pages; National audience
Understanding the sense of community and continuance intention in virtual communities: The role of commitment and type of community
2019
Virtual communities (VCs) have become essential in current organizations and society, and so their sustainability is a topic of interest for researchers and practitioners. We focus on the sense of virtual community (SoVC) and commitment as relevant antecedents in achieving the success and maintenance of different types of VCs (communities of interest, virtual learning communities, and virtual communities of practice). Specifically, this study examines a moderated mediation model in which the type of virtual community moderates the indirect effect of a SoVC on the intention to continue through the perceived commitment of the users of the VC. The sample consists of 299 members of Virtual comm…
Learning 2.0 : the online community for apprenticeship
2012
International audience; Training courses are a strategic challenge for any organizations. E-learning solutions appears as a relevant alternative for the company training expense (fewer raised prices for the customer, fewer traveling for the learners and trainers, mentored learning, timetable flexible…). Recently, the emerging of Web 2.0 eras has shown that the online user behavior has changed. Now, the online users are likely to share their knowledge and gain acknowledgement How the construction of e-learning communities, in mobile or non-mobile using spaces, appears as efficient for distant apprenticeship? Our paper deal with a communicational approach of the e-learning for professional tr…