Active and passive users of customer forums and communities

Работа на английском языке

Introduction
The problem of free riding
Community user types research
Motivational theories according to:
User types research
Social science theories
The influence of self-efficacy, need-to-achieve and intrinsic motivation as triggering personality characteristics
Innovativeness and identity expressiveness as main involving factors
Practical strategies and tools for motivating participants to take part in online communities
Usage of strategies and tools illustrated with «Nike» online customer community
Conclusion
References