Exploring online identities of influential users in online communities: A mixed methods approach

Richardson, Samantha

Abstract

At present the use of online communities has become a great interest to practitioners and scholars alike due to the potential for recruitment and social marketing (Johnson, Safadi, & Faraq, 2015). However, despite the growth in interest for online communities and the vast potential that online communities offer, fairly little is known about who influences these groups and the social dynamics of influence. This research aimed to advance existing knowledge on online communities and examine the online identities and behaviours of individuals who gain momentum and status within online communities and how they subsequently lose this perceived status amongst followers.

The present research utilised a pragmatic, mixed methods approach to exploring influential users. The first phase of the research employed quantitative methods to determine role transition in two online communities. Using secondary data, the cluster-analysis illustrated those who had been influential over a two-year period and the various role transitions that occurred within that time frame. From this, the present research was able to assess particular online behaviours associated with influential individuals and identify those deemed influential. A MANOVA revealed that those categorised as always influential over the two-year period had higher posts, threads, word count for threads, number of thanks, and reputation and average number of thanks in comparison with their counterparts. Additionally, social network analysis and a number of fixed effects are discussed in relation to status. There were no significant differences found between the two different online discussion sites.

Phase two of the research was conducted via narrative analysis of 16 online community users (eight from LWP and eight from IU). A detailed examination of the themes are discussed, the journey that individuals embarked upon when entering a new forum and this then illustrates how individuals try to seek acceptance from others within their communities. This explored the online identities of influential individuals from a Social Identity Theory perspective (Tajfel & Turner, 1979). Social identity is key in understanding online community life and understanding how influential individuals relate to their salient roles embedded in the community. Consequently, this research contributes to knowledge by ulitising this theory to explore social identities of those who gain and lose status and how their identities transpire through online communication. The research has produced some key questions and interesting ideas for future research with regards to undermining credibility in online forums, which could be incorporated into government strategy for counter-terrorism interventions.

Citation

Richardson, S. Exploring online identities of influential users in online communities: A mixed methods approach. (Thesis). University of the West of England. Retrieved from https://uwe-repository.worktribe.com/output/1491011

• Thesis Type: Thesis
• Publicly Available Date: Jul 26, 2021
• Keywords: Leadership, Influentials, Mixed Methods, Online Communities
• Public URL: https://uwe-repository.worktribe.com/output/1491011
• Award Date: Jul 26, 2021