How do practitioners engage in an online community of practice?

Abstract

Purpose: The purpose of this study is to investigate how practitioners engage in anonymous Online Communities of Practice. Design/methodology/approach: Interactions taking place in a month on the marketing subreddit is analysed using Social Network Analysis. The degree centrality of each participant, along with the knowledge contribution of the participants were used to identify clusters within the community. A Pearson correlation was run between comment characteristics and degree centralities of the authors was also run. Findings: Three clusters of participants were identified, two of which were identified as being part of the “critical mass” which sustain the community. Longer answers are preferred by community members. Research limitations/implications: The methodology used does not provide the motives of why the practitioners engage with the Online Community of Practice the way they do in the community. Practical implications: For Online Communities of Practice to thrive, a critical mass of participants including both people who regularly ask questions, and a small number of high contributors needs to be cultivated. Organisations managing anonymous Online Communities of Practice should encourage longer forms of replies when contributing knowledge, as they are seen to offer more value. Originality/value: Current research does not provide an understanding of practitioners engage in an anonymous Online Community of Practice. This study investigates the behaviour of an anonymous Online Community of Practice.