|Author(s): Manila Austin
Collection: Online Research 2009
Keywords: Market Research Online Communities (MROC), Text Analytics, Culture
ESOMAR Best Paper Award 2009/2010
|PDF version (download)|
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This presentation summarizes research findings on cultural differences across Communispace-run multinational communities, and extends previous research by exploring how members of multinational communities engage in specific research activity types, how online community members choose to frame their interactions when they do engage, and what kinds of language members use to express emotion. Implications for how companies and market researchers can optimize engagement in online communities are discussed.