This longitudinal study investigates the factors influencing communication activity within online communities (OCs), crucial for the success of electronic business. By developing a conceptual framework based on common ground, information overload, interactivity, and social loafing, the research analyzes over 33,000 participants and 1.03 million messages from a German financial service provider's OC over three years. Findings highlight that external factors significantly impact the OC's size, which does not directly affect user communication activity. Instead, increasing information load leads to changes in communication strategies, affecting activity levels and resulting in a growing heterogeneity where a minority of users contribute the majority of postings. This study provides insights for organizations to foster and economically leverage OC development.
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Schoberth, Thomas, Jennifer Preece, and Armin Heinzl. "Online communities: A longitudinal analysis of communication activities." 36th Annual Hawaii International Conference on System Sciences, 2003. Proceedings of the. IEEE, 2003.
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