By Donatella Padua (auth.)
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Additional resources for Trust, Social Relations and Engagement: Understanding Customer Behaviour on the Web
Reciprocity entails dialogue, and this is the most concrete element we can find within all engagement processes on the web, between institutions, organizations and persons, groups or crowds. Forums, blogs, microblogging, communities and social media in general – all are tools of integration through the establishment of relationships and dialogue. Conversations, if driven by reciprocity, may represent an opportunity to reach a positive diversity management, and hence, in fact, build trust. In Part II of the book we will explain the implications of this process.
Sociologists, anthropologists and psychologists are studying the various implications of this exponential growth of information-sharing and the increasing number of people’s opinions on the web. This chapter goes deeper into the sociological concepts discussed in the previous chapter on the Internet Age society, applying them in the specific context of web communities. The intent here is to offer the reader the elements necessary for tackling the organizational aspects related to trust, social relations, and engagement which are the subject of the discussions that follow next.
Elders: regular participants and long-time leaders sharing their knowledge, transmitting the local culture to the others. A consistent community aims to reach a specific objective in the participants’ lives. Therefore, each participant will be satisfied when the underlying objective is established. Once the initial objectives have been defined, along with the growth and development of the community, each member may and should play a progressively wider role in maintaining the group culture. 4.