Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/122830
Title: HARNESSING ONLINE COMMUNITY AND SOCIAL MEDIA: ORDINARY USERS AND INFLUENTIAL USERS
Authors: LI ZHUOLUN
Keywords: online community,social media,gamification,network effect,wage inequality,econometric analysis
Issue Date: 14-Aug-2015
Citation: LI ZHUOLUN (2015-08-14). HARNESSING ONLINE COMMUNITY AND SOCIAL MEDIA: ORDINARY USERS AND INFLUENTIAL USERS. ScholarBank@NUS Repository.
Abstract: The business value of an online community greatly depends on the number of active users in this online community. However, it is never easy to establish and maintain a large user base. In this thesis, I investigate how to motivate users? voluntary contribution by gamification (Study 1), and how to incorporate the interaction between different groups of users to maintain a stable user base (Study 2). In addition to establish a large user base, it is also important for online community, especially those social media sites, to attract a group of influential users. These influential users are used to be celebrities or experts who post contents consumed by a large number of ordinary users, thus helping to maintain an active user base. In this thesis, I examine whether these influential users can obtain economic return from their social media participation (Study 3).
URI: http://scholarbank.nus.edu.sg/handle/10635/122830
Appears in Collections:Ph.D Theses (Open)

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