Trust and reciprocity effect on electronic word-of-mouth in online review communities

Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs

What are communities of practice? A comparative review of four seminal works

This paper is a comparative review of four seminal works on communities of practice. It is argued that the ambiguities of the terms community and practice are a source of the concept's reusability allowing it to be reappropriated for different purposes, academic and practical. However, it is potentially confusing that the works differ so markedly in their conceptualizations of community, learning, power and change, diversity and informality. The three earlier works are underpinned by a common epistemological view, but Lave and Wenger's 1991 short monograph is often read as primarily about the socialization of newcomers into knowledge by a form of apprenticeship, while the focus in Brown and Duguid's article of the same year is, in contrast, on improvising new knowledge in an interstitial group that forms in resistance to management. Wenger's 1998 book treats communities of practice as the informal relations and understandings that develop in mutual engagement on an appropriated joint enterprise, but his focus is the impact on individual identity. The applicability of the concept to the heavily individualized and tightly managed work of the twenty-first century is questionable. The most recent work by Wenger – this time with McDermott and Snyder as coauthors – marks a distinct shift towards a managerialist stance. The proposition that managers should foster informal horizontal groups across organizational boundaries is in fact a fundamental redefinition of the concept. However it does identify a plausible, if limited, knowledge management (KM) tool. This paper discusses different interpretations of the idea of 'co-ordinating' communities of practice as a management ideology of empowerment

Retailers and deprivation: an exploratory study

Relationships between retailing and socio-economic deprivation have attracted academic and policy interest, notably focusing on health and diet (including 'food deserts') and retail-led regeneration. Recently, particularly after the economic downturn, declining high streets have been a concern. Yet as shop vacancies rose, especially in poorer neighbourhoods, expansion of certain trades perceived by some as anti-social became a concern: notably high-interest lenders and bookmakers operating high stakes gambling machines. Some suggest predatory motives and exploitation of the disadvantaged here, but with little evidence. This paper analyses locations of 'problematic' trades together with other businesses to establish the extent to which concentrations in deprived areas (defined by the English Index of Multiple Deprivation) exist. Several 'problematic' trades do appear concentrated in deprived areas, but so equally do conventional value retailers and poundshops. Areas for future research to clarify relationships are identified, but ultimately motive cannot be inferred from such analysis

Contextual influences on social enterprise management in rural and urban communities

The idea that difference exists between rural and urban enterprise activity is not new, the obvious comparators are measures such as social architecture, resource availability and accessibility. However, when the concept and practice of management in social enterprise is compared in these two contexts then there is opportunity to further our understanding of the contextual challenges encountered by social enterprise. In this paper six cases studies are compared and analysed: three cases are urban social enterprises and three classified as remote rural social enterprises. The urban cases are social enterprises located around Glasgow in the west of Scotland and are compared with three remote rural location studies, one on the Scottish mainland peninsula, the other in northern Scotland and the final case on a Scottish western island. We conclude that the main differences between remote rural and urban management of social enterprise are heavily nuanced by in-migration levels in both rural and urban locations, leadership and community needs and therefore deserving of context relevant policy

A theory-grounded framework of Open Source Software adoption in SMEs

This is a post-peer-review, pre-copyedit version of an article published in European Journal of Information Systems. The definitive publisher-authenticated version Macredie, RD and Mijinyawa, K (2011), "A theory-grounded framework of Open Source Software adoption in SMEs", European Journal of Informations Systems, 20(2), 237-250 is available online at: http://www.palgrave-journals.com/ejis/journal/v20/n2/abs/ejis201060a.html.The increasing popularity and use of Open Source Software (OSS) has led to significant interest from research communities and enterprise practitioners, notably in the small business sector where this type of software offers particular benefits given the financial and human capital constraints faced. However, there has been little focus on developing valid frameworks that enable critical evaluation and common understanding of factors influencing OSS adoption. This paper seeks to address this shortcoming by presenting a theory-grounded framework for exploring these factors and explaining their influence on OSS adoption, with the context of study being small- to medium-sized Information Technology (IT) businesses in the U.K. The framework has implications for this type of business – and, we will suggest, more widely – as a frame of reference for understanding, and as tool for evaluating benefits and challenges in, OSS adoption. It also offers researchers a structured way of investigating adoption issues and a base from which to develop models of OSS adoption. The study reported in this paper used the Decomposed Theory of Planned Behaviour (DTPB) as a basis for the research propositions, with the aim of: (i) developing a framework of empirical factors that influence OSS adoption; and (ii) appraising it through case study evaluation with 10 U.K. Small- to medium-sized enterprises in the IT sector. The demonstration of the capabilities of the framework suggests that it is able to provide a reliable explanation of the complex and subjective factors that influence attitudes, subjective norms and control over the use of OSS. The paper further argues that the DTPB proved useful in this research area and that it can provide a variety of situation-specific insights related to factors that influence the adoption of OSS

How do entrepreneurs learn and engage in an online community-of-practice? A case study approach

This paper investigates the ways in which entrepreneurs use communities of practice (CoPs) to express themselves, using narrative theory and rhetorical analysis, to gain insight into an electronic social network medium, namely, YoungEntrepreneur.com. In particular, the study focuses on CoPs themes, including why entrepreneurs engage in CoPs, what role the moderators and resident entrepreneurs can play in managing online CoPs, on communication rituals of the knowledge sharing through interactivity, and on ‘how to develop an intervention’ to maintain and stimulate entrepreneurs for engaging in an online community. Findings reveal that the topic title plays a major role in attracting people. Successful topics with successful conclusions (in terms of the original query that was answered) will not necessarily get high responses and vice versa. It is observed that the domain expert does not play a big role in keeping the discussion going. Finally, the study also discovered that entrepreneurs like to communicate in a story telling genre. A comprehensive set of engagement measurement tools are introduced to effectively measure the engagement in a virtual CoP, along with a classification to define and categorise discourse of messages in terms of content and context, which allow practitioners to understand the effectiveness of a social networking site