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Erschienen in:
2021 | OriginalPaper | Buchkapitel
Virtual Communities in COVID-19 Era: A Citizenship Perspective
verfasst von : Josélia Fonseca, Teresa Borges-Tiago, Flávio Tiago, Sandra Silva
Erschienen in: Strategic Innovative Marketing and Tourism in the COVID-19 Era
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Abstract
As Covid-19 numbers growth around the world, more of people’s’ daily and work lives shifted to online. Social media platforms became important tools for both people and organizations to stay connected while maintaining a physical distance. In this context, new virtual communities appeared and their role as aggregator was reinforced. The rise and fall of these virtual communities’ lead to questioning the motives and behaviors of their participants since the proactive and sharing behaviors were present. In this research, three different virtual communities’ activities were analyzed trying to unveil the patterns of behavior considering a citizenship perspective. Results pointed out that the drivers of members’ activity vary along the time, following a fast life-cycle growth when the community is only linked to the COVID-19. The findings also point to the fact the in certain cases, these communities can erode due to groupthink, challenging virtual communities’ managers to find more compelling and engaging strategies.