1. David van Kerkhof George Saad

2.  Problem definition  Suggested solution: control methods  How control methods fit different problems

3.  Online groups often fail because their members can't overcome similar problems that regularly emerge. 1. Trust 2. Free rider problems 3. Loyalty problems

4.  Free rider problem: A member can hope that others contribute to the fulfillment of the common group goal and he can spend his time only on the fulfillment of his individual goals.  Trust problem: In situations of a strong competition between employees for individual promotion, there may not be trust of benefit exchange.

5.  Loyalty problem: member‘s interests in the online group have to be compatible with many other members’ interests so that a large enough number of members is attracted to the group and stays.

6.  What types of online groups  Face what types of problems  What kinds of social control  Which social control method is adequate to diminish what type of problem in which group

7.  The behavior of a member gives some indication to others about his decision frame. 1 Bilateral signals: two members 2 Signals to the whole group: 3 Administrator signals: behavioral standards

8.  Frame stabilizing tools work by increasing the salience of the common group goal. They enhance the individual's attention to the frame of the group.  Indirect monitoring tools that provide opportunities and incentives for the members to send relational signals that indicate accordance to the group frame.  Direct control tools through enhancing the real direct benefits of a group member

9.  Direct control tools are more useful for the stimulation of active member participation under a low degree of relational interests in the group than under a high degree.  Frame stabilizing tools and indirect monitoring tools are more useful for the stimulation of active member participation under a high degree of relational interests in the group than under a low degree.

10.  Social embeddedness  Multifunctionality

11.  Short term: apply the 3 techniques  Long term: try to change the degree of relational interest by increasing multi- functionality and social embeddedness

13. Under which conditions are particular types of social control more adequate for stimulating active participation?  Applied to eBay and teachers community

14.  Active participation:  Rule compliance  Membership stimulation  eBay: relational interest low  Teachers:relational interest high

15.  Direct control more accepted for eBay  Conflicting interests, low social embeddedness   Low relational interest   Problems of trust not to be solved through weak control  Indirect control more accepted for teachers  High relational interests   Do not want them destroyed through direct control

16.  Direct control accepted for rule compliance  Doubtful for membership stimulation  Members do not like it  eBay members accept it more  eBay members find weak social control to be more effective

17.  eBay members consider weak social control more effective?!  Implications for designing OLCs  Only two communities tested  Difference relational interests not the only determinant for acceptance of social control measures  Size of community, # sub-communities, difference between users

19.  Two conceptual mechanisms  Identity-based commitment  Bond-based commitment  Both lead to members returning  Bond-based: 11% more  Identity-based: 44% more!

20.  Provide targeted information  Encourage repeated exposure  Facilitate communication  Both for bond- & identity-based group  Control group had normal lay-out

23.  Field experiment  No equal exposure  Laboratory experiment  Same results

24.  Higher self-reported commitment  No difference in kind of commitment  Bond-based versus identity-based  Strongest effect in identity condition  Easier to establish?

25.  Identity- and bond-oriented features  substantial increases in commitment

27.  Relationships development between new comers and the community  Some hypotheses are derived  new comers point of view  Eg: # responses increase their strength to the community  community point of view  Better relashionship when posts include testimonials  People who receive more replies stay longer

29.  Characteristics of interaction reinforce the development and maintenance of social relationship between them