The thesis has its origins in a concern that teacher librarians in schools throughout Australia were disadvantaged in the development of their professional learning due to their professional and often geographical isolation in schools. A listserv (online discussion network) called OZTL_NET was developed to facilitate the enhancement of teacher professional learning for this group of teachers. OZTL_NET has been available to teacher librarians and others interested in teacher librarianship for over nine years. The study sought to determine whether usage of OZTL_NET was associated with the enhancement of teacher librarians’ professional learning. The study also explored the characteristics of teacher professional learning from the literature and sought to determine which characteristics of online communities may contribute to teacher professional learning. A case study design for the research was adopted using a mixed methods approach. The methods of data collection were a web survey and semi-structured interviews. Quantitative and qualitative data were collected and analysed and a detailed description of the object of study, OZTL_NET, was provided. A major finding of this study was that usage of OZTL_NET was significantly related to the enhancement of teacher professional learning. It was concluded that online learning communities may provide appropriate contexts for teacher professional learning and that, in relation to the case of OZTL_NET, various aspects of the concept of online learning communities and, to a lesser extent, communities of practice, are portrayed in the listserv. The findings supported the assertion that online learning communities have the potential to enhance the professional learning of teachers and provide opportunities for teachers to learn online. The study also revealed that community building online is a complex and demanding activity. Usability and sociability factors must be carefully considered and developed over the lifetime of the community. This process should include input from the community, the leadership of which should be broad-based and inclusive. Two broad principles emerged from the research that provide guidance for the management of listservs for teacher professional learning online. First, the study revealed that involvement and collaboration were critical ingredients in teacher professional learning online. Involvement was portrayed not only in the learning that ensued from the interactivity that necessarily underpins the sharing of tacit knowledge through information exchange and professional discussion between and among subscribers online but also by individuals through less obvious means such as lurking, archive searches and off-list communications. In terms of collaboration, this study found that in addition to high levels of trust, subscribers experienced a strong sense of collegiality and support as members of OZTL_NET. Second, the major finding above confirms that involvement and collaboration are strongly related to individual and collective orientations of teacher professional learning. The broad concept of individual or collective orientation recognises that teacher professional learning occurs in both orientations online as it does offline. Teachers have long recognised their colleagues as their major source of professional information. The difficulty in the past has been in the identification of a means by which teachers can readily access a wider pool of colleagues with whom they can discuss important issues, seek advice and so on. This is particularly important for teachers who are professionally isolated as a consequence of their teaching speciality (such as teacher librarians) and those who are geographically isolated making real time meetings with colleagues expensive and/or impracticable. In this context listservs such as OZTL_NET can play a critical role in providing the infrastructure to support distributed models of teacher professional learning online.

The proliferation of online communities on the Internet nowadays may lead people to the conclusion that the development of custom-made communities for particular purpose is straightforward. Unfortunately, this is not the case. Although software providing basic community infrastructure is readily available, it is not enough to ensure that the online community will take off and become sustained. Most online communities suffer from the scarcity of the user participation in their initial phase. To address the problem, this thesis proposes a motivational mechanism to encourage user participation. The main idea is to introduce a set of hierarchical memberships into online communities and reward active users with better quality of services. The mechanism has been applied in a small-scale online community called Comtella and evaluated. The results showed that, although the mechanism was able to motivate users to participate more actively and make more contributions, it led to a deteriorating quality of user contributions, catalyzed information overload in the community and resulted in a decrease in user participation towards the end of the study. <p> Therefore, to regulate the quality and the quantity of user contributions and ensure a sustainable level of user participation in the online community, the proposed mechanism was improved so that it was able to adapt the rewards for particular forms of participation for individual users depending on their reputation and the current need of the community, thereby influencing their actions of contributing. The improved mechanism was also implemented and evaluated in the Comtella system. The results of evaluation showed that the mechanism can guarantee stable and active user participation and lower the level of information overload in the online community and therefore it can enhance the sustainability of the community.

The Internet is revolutionizing human communication. With it, new ways of exchanging information are created, enabling intimacy even without significant physical proximity. This thesis seeks to examine one Internet community, " The Republic of Pemberley", a virtual community in English about Jane Austen’s books and life. It addresses the relationships that are forged online, the trajectories of the community’s members as they discover, join, participate in and leave the group and the ways the community structures itself. Two main methodologies are employed in this research; Ethnography and in depth interviews, all conducted over the Internet. The study argues that, apart from serving the most dedicated Jane Austen fans by providing them with a place to discuss the minutiae of Austen’s work and life, Pemberley functions as a scene for strong social interactions and the creation of friendships online and beyond.

The proliferation of online communities on the Internet nowadays may lead people to the conclusion that the development of custom-made communities for particular purpose is straightforward. Unfortunately, this is not the case. Although software providing basic community infrastructure is readily available, it is not enough to ensure that the online community will take off and become sustained. Most online communities suffer from the scarcity of the user participation in their initial phase. To address the problem, this thesis proposes a motivational mechanism to encourage user participation. The main idea is to introduce a set of hierarchical memberships into online communities and reward active users with better quality of services. The mechanism has been applied in a small-scale online community called Comtella and evaluated. The results showed that, although the mechanism was able to motivate users to participate more actively and make more contributions, it led to a deteriorating quality of user contributions, catalyzed information overload in the community and resulted in a decrease in user participation towards the end of the study. <p> Therefore, to regulate the quality and the quantity of user contributions and ensure a sustainable level of user participation in the online community, the proposed mechanism was improved so that it was able to adapt the rewards for particular forms of participation for individual users depending on their reputation and the current need of the community, thereby influencing their actions of contributing. The improved mechanism was also implemented and evaluated in the Comtella system. The results of evaluation showed that the mechanism can guarantee stable and active user participation and lower the level of information overload in the online community and therefore it can enhance the sustainability of the community.

Peripheral members, or lurkers, make up the majority of membership in an online network, but not much is known about them as they are not publicly active (e.g. Post online). Data on the lurker population of Nurses and Health Care professionals in electronic Communities of Practice (eCoP) is also lacking. InspireNet was a British Columbia based virtual community that aimed to increase capacity for health services research for health care professionals. It had nearly 4000 members nationwide and it was an active community as users were posting on discussions and blogs daily. However, many members did not post online, so it was suspected a large lurker population existed. The purpose of the study was to conduct an exploratory study to understand the experience of lurkers on InspireNet and determine how nurses or health care professionals interacted, barriers to posting online, and whether or not they wished to remain a lurker Conventional content analysis was used as the methodology to conduct this qualitative study with 15 participants via online interviews. The results showed that lurking was not indicative of the level of engagement, as most were engaged in InspireNet content or were connected to other members (e.g. Core Members). Lurkers were not opposed to posting online, but required relevancy to their work and ease of using the website as prerequisites. Lurkers had difficulty finding information on the InspireNet website. It is important to engage all members of an online network. Strategies to engage lurkers include supporting their informational needs by improving website usability, incorporating advanced search features, and providing value (e.g. Relevant content, topics, and webinars). / Graduate

Fibromyalgia is a chronic illness characterized by debilitating symptoms such as unpredictable widespread pain, fatigue and migraines. Social support can be a crucial factor in illness management for individuals living with this medically contested, stigmatized and marginalized illness. For many, social media is a significant aspect of their daily reality and in this social space, new forms of relationships and communities have begun to form. This study explores the ways in which a new form of support community for fibromyalgia develops and maintains itself on the social media platform Instagram. A mixed-method research design incorporating both a content and semiotic analysis of Instagram posts as well as interviews with participants utilizing the app was conducted to shed light on the ways in which the relatively new phenomenon of sharing illness experience and support occur on Instagram. / Graduate

There has been extensive literature on the subject of subcultures in the fields of criminology and sociology. The term has undergone decades upon decades of revisions and debate amongst scholars. Despite the vast amount of literature available on the term subculture, there is unfortunately no clear-cut definition of what a subculture is, especially after what many sociologists referred to as the Post-Subcultural Turn. While that is problematic in and of itself, the term subculture still has yet to be framed and understood in light of recent technological advancements and strides towards globalization. This thesis will attempt to shed light on the muddled conceptions of the term subculture, as well as expanding subcultural theory to include subcultural engagement in online settings. Chapter 1 will provide a chronological account of the term subculture, including many of its evolutions, revisions and interpretations based on different schools of thought. Chapter 2 will follow up by discussing many of the criticisms directed at past conceptualizations of subculture, and where the term subculture should be heading with regards to expanding its conceptualization without conflating it with other terms. Chapter 2 will finish by suggesting a new path towards conceptualization by adapting subculture to include how subcultures are being formed and maintained through the use of the Internet. To make sense of subcultures using social networking sites in future chapters, Chapter 3 will delve into some of the main technological developments of the Internet including computer-mediated communication, social networks, and how they function as virtual conduits for facilitating social interactions and the spread of knowledge. Chapter 4 will pick up from Chapter 3 by discussing deviance in online settings, as well as introducing a new Goffmanian approach to understanding the presentation of self in online settings. Lastly, Chapter 5 will seek to answer three main questions about subcultures and their existence in online settings: 1. How do social networking sites operate as virtual conduits for the presentation of self? 2. How do subculturalists use social networking sites to create a sense of online community and membership? 3. How do subculturalists employ presentation of self strategies? These questions will be answered by employing an adapted Goffmanian approach to the presentation of self in online settings while also rethinking the concept of subcultural style. Lastly, this thesis will seek to provide guidance on where gaps in the literature still exist and can be explored in the near future.

This study utilized in-depth, one-on-one interviews to examine the experiences, attitudes, and opinions, with regard to their use of the Internet for online intercultural communication (OIC), of a culturally diverse sample of 17 members of the global online social community, Interpals. The purpose of this study was threefold: first, the study sought to determine how OIC is shaping the intercultural perceptions of English-speaking Interpals members; second, the study sought to determine how OIC shapes and/or reinforces the cultural identities of English-speaking Interpals members; and finally, the study set out to examine the various ways that English-speaking Interpals members are using their community to engage with people from a variety of different geographical locations and cultural backgrounds. The themes and subthemes that emerged during analysis of the interview data led to the discovery of a typology of three distinct uses, each of which provided valuable information about how members are coming to feel more interconnected with—and understanding of—cultures that differ from their own. Through the first use, Interpals as a Place to Connect, participants demonstrated that the online community puts them in contact not only with people from countries and cultures that they originally intended to interact with when they joined the community, but also with people from countries and cultures that they knew nothing about. Participants claimed that these unanticipated interactions often caused them to become more knowledgeable and understanding of cultures that differ from their own. As to the second use, Interpals as an Escape, a number of participants claimed that the community gives them a way to escape the tedium, monotony, and poor living conditions of everyday life in their own villages, towns, and cities, by providing them with a way to virtually explore alternative and unfamiliar people, places, and lifestyles. Through the final use, Interpals as a Classroom, participants demonstrated that the community is a place where they can teach and learn foreign languages, which helps them to feel more connected to people from around the world. Several participants also claimed to use Interpals as a tool for teaching and showing other members what life is really like where they live. The study also found that OIC, at least in the context of the global online social community, can facilitate the shaping of a global village where the villagers maintain their own unique cultural identities and come together to form a cultural mosaic, as opposed to being shaped and transformed by the dominant global cultures.

The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. Yet, its impact on sales and customer engagement remains unclear. This study delves into how influencers leverage livestreaming for engagement and product promotion. This study investigates China's influencer e-commerce livestreaming strategies' effectiveness in enhancing consumer engagement and sales. It focuses on Li Jiaqi and Wei Ya's broadcasts, aiming to understand their communication strategies and impact on consumer behavior. Drawing on Laswell's communication model and "key opinion leader" theory, this research scrutinizes influencers' strategies to engage followers and drive sales. It explores how these influencers utilize personal branding, content, platforms, timing, and messaging to promote products effectively. Using qualitative methods, this study analyzes the livestreamed e-commerce content of Li Jiaqi and Wei Ya. Employing Netnography, it examines their language styles' persuasive aspects and their influence on product sales. Additionally, observation and interviews with consumers complement this analysis. The study underscores the rapid growth of influencer-driven e-commerce post-COVID-19, highlighting challenges such as audience retention, product quality, and false advertising. Addressing these issues is crucial to establishing effective influencer e-commerce livestreaming strategies in China.

Bakgrund och problemformulering - Vi har valt att studera och analysera i vilket avseende det sker user innovation på ett forum skapat av företaget Salesforce. Forumet är ett brand community för användare som utvecklar Salesforce tjänster. Frågeställningarna behandlar om det sker olika typer av user innovation och vad det är som driver användarna till att innovera på det forum vi har valt att studera. Vår studie syftar till att bidra med en bredare kunskap och förståelse kring ämnet då det finns begränsad forskning kring user innovation inom online brand communities idag. Teori - Begreppet brand communities förklaras utifrån Muniz och O’Guinns (2001) synsätt som innebär att ett online brand community är en samlingsplats på internet dedikerat till ett specifikt varumärke. På vårt valda brand community innoverar användarna och vi utgår från Gault (2012) för att redogöra för begreppet innovation som i sin tur möjliggör en fördjupad förståelse för user innovation. Vi utgår från en definition av user innovation som innebär att användare innoverar för sin egen skull (von Hippel &amp; Euchner 2013). Metodologi - Vi eftersträvar en djupare förståelse för user innovation på vårt specifika forum och då lämpar sig en kvalitativ explorativ ansats bäst. Inspiration har hämtats från Kozinets (2006, 2011) kvalitativa metod netnografi som innebär en deltagande-observerande forskning på nätet. Resultat - I detta avsnitt presenterar vi de likheter och skillnader som Salesforce forum har med Muniz och O’Guinns (2001) kriterier för vad ett brand community är. Vidare presenteras vårt resultat i form av två kategorier av user innovations: modifierade innovationer och skapande innovationer. Kategorierna förklaras och illustreras med exempel som klargör deras innebörd. Analys och diskussion - I analysen diskuterar vi vad som driver användarna på vårt valda forum att innovera och analyserar likheter och skillnader med redan befintliga teorier kring user innovation. Vi resonerar oss fram till en ny term vi väljer att kalla user co-innovation samt spekulerar i huruvida innovationerna genererar någonting för Salesforce. Slutsats - Vårt teoretiska bidrag till forskningen presenteras genom vår modell som illustrerar sambandet mellan user innovation, user co-innovation och våra två kategorier. Modellen innefattar vilka användare som innoverar, vilkafaktorer som driver dem till att innovera och resultatet av user co-innovation på vårt valda brand community.Nyckelbegrepp - Innovation, user innovation, lead users, brand community, online community, netnografi. / Background and problematization -We have chosen to study to what extent user innovation occurs on a forum created by the company Salesforce. This forum is a brand community devoted to user development of Salesforce services. Our main research question is whether there occur different types of user innovations on the brand community we are studying and what it is that drives these users to innovate. Our study aims to contribute with a wider knowledge and understanding of user innovation on brand communities since the research of today on the subject is limited. Theory - In this chapter we explain the concept of brand community based on Muniz and O’Guinns (2001) definition which implies that an online brand community is an online meeting place for people dedicated to a specific brand. User innovation occurs on our chosen brand community and we base ourselves on Gaults (2012) theory to explain innovation in order to explain the term user innovation. We use one definition of user innovation which implies that users innovate for themselves (von Hippel &amp; Euchner 2013). Methodology - We seek a deeper understanding of user innovation on our specific brand community and that makes a qualitative exploratory approach best suited. Inspiration has been taken from Kozinets (2006, 2011) netnography which is a qualitative method and involves participatory observation research online. Results - In this chapter we present the similarities and differences that we have been able to identify between Salesforce forum and the criteria for a brand community set by Muniz and O’Guinn (2001). Furthermore we introduce our result which consists of two categories of user innovations: modified innovations and creativity innovations. The categories are explained and illustrated with examples that clarify their meaning. Analysis and discussion - In this chapter we discuss what drives users on our chosen brand community to innovate and analyze similarities and differences between already existing theory on user innovation. Our discussion results in a new term which we choose to name user co-innovation. We also speculate whether the user innovations generate something of value for Salesforce. Conclusion - Our theoretical contribution to the subject is presented by our model that illustrates the connection between user innovation, user co-innovation and our two categories. The model includes which users that innovate, the factors driving them to innovate and the results of user co-innovation on our chosen brand community.