Net gain: expanding markets through virtual communities
Net gain: expanding markets through virtual communities
The Rise of the Network Society
The Rise of the Network Society
Blown to Bits: How the New Economics of Information Transforms Strategy
Blown to Bits: How the New Economics of Information Transforms Strategy
The Cluetrain Manifesto: The End of Business as Usual
The Cluetrain Manifesto: The End of Business as Usual
Internet Marketing: Building Advantage in a Networked Economy
Internet Marketing: Building Advantage in a Networked Economy
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Although ample research has been conducted on the topic of community, there is still much research to be done on online communities. More specifically, there is a paucity of research on the topic of building successful Web 2.0 communities like YouTube-the top ranked Web 2.0 video sharing website. In this paper, a framework for Web 2.0 community success is proposed based on a theoretical review and an empirical study of YouTube using a dual approach consisting of content analysis and grounded theory interviews. The findings identify specific internal and external factors that are important for the success of YouTube as a Web 2.0 community. A framework of Web 2.0 community success is also proposed, which is useful in the planning and administration of Web 2.0 Communities.