1. 1 Ravi Vatrapu vatrapu@cbs.dk Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://ietherpad.com/7y3drhMCnq Thursday, 10-Feb-2011 EB22: Online Marketing: Lecture 05 Auditorium 4, ITU, Copenhagen, Denmark Online Communities: Discussion Boards B OUSH, D. & K AHLE, L.(2005). What, and How, We Can Learn From Online Consumer Discussion Groups? Chapter 04 of Online Consumer Psychology.

2. Online Discussions-1  Time-shifting (asynchronous, synchronous)  Place-shifting (collocated, distributed)  Anonymity (none, pseudo, real)  Scale (small, medium, large)  Research Access (low, moderate, high)  Archive  Threaded Discussion Boards  Asynchronous & Distributed  Hierarchical tree structures 2

3. Online Discussions-2 Word-of-Mouth (WoM) & Word-on-Line (WoL)  Example: Movies Newspapers—Radio/TV—IMDB/Rotten Tomatoes Twitter Effect? http://tinyurl.com/mua3tt 3

4. Three Marketing Perspectives Online Discussion Boards as: 1.Communities 2.Conversation 3.Text 4

5. Descriptive Framework Levels of Analysis  Community Characteristics  Participant Characteristics  Message Characteristics  Media Characteristics 5

6. Community Characteristics  Purpose  Organization and Structure  Membership Rules  Norms  Cohesion  Continuity  Context 6

7. Participant Characteristics  Demographics  Attitudes & Values  Knowledge & Expertise  Personal Disclosure  Motivation  Role 7

8. Message Characteristics  Structure  Tone  Formality  Conflict  Politeness  Emotion  Content 8

9. Media Characteristics Copresence Visibility Audibility Contemporality Simultaneity Sequentiality Reviewability Revisability 9 Clark, H. H., & Brennan, S. E. (1991). Grounding in communication. In L. B. Resnick, J. M. Levine & S. D. Teasley (Eds.), Perspectives on Socially Shared Cognition (pp. 127-149): American Psychological Association.

10. Discussion  Sentiment Analysis http://tinyurl.com/q3thyf  Digital Positivism  Civic Panoptican 10