| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 103 === In recent years, due to the rapid growth of the Internet and the rising popularity of online community, how to effectively manage an online community for corporations and how to generate high volume of eWOM through community mechanisms, has become the main focus of the firms. In this study, a comprehensive case study of Huawei Fans Club was used to learn how to improve member’s’ participation and how to efficiently manage online communities.
By using social network analysis, this study provides a different aspect of online communities in terms of its operating method. It was observed that members’ participation is highly proportional to its diverse rewarding system as well as its royalty to the community. Moreover, according to the literature reviews, it is obvious to see how influential these cyberwarfares had become in the society. Therefore, these indicators and prediction models were made to help lurkers to contribute more in the community. The above-mentioned findings can advise the forum staff to manage the community.
Key words: Online community; Management of community; Word-of-mouth promotion; Social network analysis
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