Public press and companies have increasingly strong interests in the impact on businesses brought about by virtual communities. In recent years, virtual communities have become significant sources of information for consumers and businesses by offering unprecedented opportunities for information sharing. Scholars recognize that information posted in virtual communities has important implications for the behaviors of community members and subsequent economic decisions and market performance. However, relatively less is explored about how the informational value of virtual communities results from an aggregated or fragmented community of information. In particular, the underlying motives and mechanisms of user interactions in virtual communities are challenging to understand because of the amount of information available and the potential noises. To investigate user dynamics and the resulting informational value in virtual communities, I explore three major issues in my dissertation. First, I empirically examine whether community fragmentation or aggregation prevails in the context of virtual investment communities. Results indicate that instead of the common belief of virtual communities serving as melting pots that comprise opinions, online investors, in particular, show strong homophily behavior in virtual investment communities. Second, using data from virtual investment communities, I investigate the interactions among online investors that drive homophily and community fragmentation. I find that psychological needs for supportive opinions mainly drive the information seeking and interaction behaviors of online investors as compared to economic rationales. Following this line of exploration, I also identify the informational impact of virtual communities on user behaviors in the context of electronic markets. With data from online retailers, I examine the possible shrinkage of consumer product consideration that is reinforced by online recommendations. A resultant change of consumer consideration leads to a landscape shift of product competition for online retailers, suggesting strategic implications to manufacturers. All in all, my dissertation contributes to an understanding of the value of virtual communities as informational media, how virtual communities shape online user opinions, and how online user preferences impact businesses and markets in a networked economy. My research pushes the frontier toward understanding virtual communities and sheds light on the insights into exploring online network dynamics. / text

Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.

This study examined how online social networking (OSN) leads to increased communication and collaboration across inter-firm boundaries. This online social networking behaviour represents significant opportunities to firms in the form of improved problem-solving, increased collaborative innovation and enhanced engagement with stakeholders. There are also risks inherent in the widespread use of OSNs, such as the loss of control over information flows to individuals outside the organization, potential damage to the reputation of brands and organizations, and loss of productivity due to excessive usage of OSNs during work hours. In particular, this study sought to test four research propositions, specifically, that usage of one particular OSN, LinkedIn (LI), results in: 1) an increased number of inter-firm connections; 2) an improved ability to communicate across inter-firm boundaries; 3) greater access to problem solving or innovation collaborators; 4) increased organizational problem solving or innovation ability. The study methodology involved both quantitative and qualitative research. The quantitative portion of the study involved survey research among over 500 LinkedIn (LI) users to determine changes they reported in various dimensions related to inter-firm relationship-forming, information-sharing and collaborative problem solving since using LI. The sampling approach was purposive and the sample frame consisted of the researcher’s own extended LI network, and an effort was also made to make the survey link available to all LI members through public posting in the site’s Q&A section. Though no individual or group was systematically excluded from the opportunity to take the survey, some limitations are inherent in the approach taken. The survey respondents were self-selecting, which makes it difficult to confirm that the sample is reflective of all LI users. Also, the use of the researcher’s own LI network as a key source of survey respondents may have biased the study toward more open networkers, since the researcher’s network was built up over time by practicing open networking behaviours. As a result, the sample may tend to under-represent more closed or restrictive networkers. Notwithstanding these limitations, no one particular group of respondents was excluded from the opportunity to take the survey, and the resulting data suggests that there were significant numbers of respondents who considered themselves closed networkers. Also, the spread of respondents by geographic area, occupation and age was found to resemble published statistics from LI on its user base, so it appears that the data is reasonably reflective of the LI user base, though this would be difficult to verify or measure. Qualitative research was also undertaken among senior managers at companies that have embraced the use of OSNs by staff to determine their experiences along similar dimensions. The findings from the quantitative survey showed that users of LI have experienced an increased number of social connections with individuals as a result of using LI, and that these connections are often with people in other organizations, including competitors and customers. Survey respondents also reported that they have been able to draw upon their LI networks in order to solve problems and be more innovative in their work. Analysis of the qualitative research yielded a list of suggested best practices that could be adopted by firms wishing to harness the collaborative power of OSNs. These suggested best practices have been grouped under the areas of strategy, listening, communication, guidelines, training, diffusion and measurement. Some suggested areas for future research included: the role of performance measurement and reward systems in managing OSN usage behaviour; the organizational risks of centralized versus decentralized control of messaging via OSNs; the role of training in the effective deployment of OSNs in an organizational context; and the organizational risk of increased connectedness with competitors resulting from OSN relationships. / Business Management / D.B.L.

This study examined how online social networking (OSN) leads to increased communication and collaboration across inter-firm boundaries. This online social networking behaviour represents significant opportunities to firms in the form of improved problem-solving, increased collaborative innovation and enhanced engagement with stakeholders. There are also risks inherent in the widespread use of OSNs, such as the loss of control over information flows to individuals outside the organization, potential damage to the reputation of brands and organizations, and loss of productivity due to excessive usage of OSNs during work hours. In particular, this study sought to test four research propositions, specifically, that usage of one particular OSN, LinkedIn (LI), results in: 1) an increased number of inter-firm connections; 2) an improved ability to communicate across inter-firm boundaries; 3) greater access to problem solving or innovation collaborators; 4) increased organizational problem solving or innovation ability. The study methodology involved both quantitative and qualitative research. The quantitative portion of the study involved survey research among over 500 LinkedIn (LI) users to determine changes they reported in various dimensions related to inter-firm relationship-forming, information-sharing and collaborative problem solving since using LI. The sampling approach was purposive and the sample frame consisted of the researcher’s own extended LI network, and an effort was also made to make the survey link available to all LI members through public posting in the site’s Q&A section. Though no individual or group was systematically excluded from the opportunity to take the survey, some limitations are inherent in the approach taken. The survey respondents were self-selecting, which makes it difficult to confirm that the sample is reflective of all LI users. Also, the use of the researcher’s own LI network as a key source of survey respondents may have biased the study toward more open networkers, since the researcher’s network was built up over time by practicing open networking behaviours. As a result, the sample may tend to under-represent more closed or restrictive networkers. Notwithstanding these limitations, no one particular group of respondents was excluded from the opportunity to take the survey, and the resulting data suggests that there were significant numbers of respondents who considered themselves closed networkers. Also, the spread of respondents by geographic area, occupation and age was found to resemble published statistics from LI on its user base, so it appears that the data is reasonably reflective of the LI user base, though this would be difficult to verify or measure. Qualitative research was also undertaken among senior managers at companies that have embraced the use of OSNs by staff to determine their experiences along similar dimensions. The findings from the quantitative survey showed that users of LI have experienced an increased number of social connections with individuals as a result of using LI, and that these connections are often with people in other organizations, including competitors and customers. Survey respondents also reported that they have been able to draw upon their LI networks in order to solve problems and be more innovative in their work. Analysis of the qualitative research yielded a list of suggested best practices that could be adopted by firms wishing to harness the collaborative power of OSNs. These suggested best practices have been grouped under the areas of strategy, listening, communication, guidelines, training, diffusion and measurement. Some suggested areas for future research included: the role of performance measurement and reward systems in managing OSN usage behaviour; the organizational risks of centralized versus decentralized control of messaging via OSNs; the role of training in the effective deployment of OSNs in an organizational context; and the organizational risk of increased connectedness with competitors resulting from OSN relationships. / Business Management / D.B.L.

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / MCOM (Business Management)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)