User loyalty and online communities: why members of online communities are not faithful

  title={User loyalty and online communities: why members of online communities are not faithful},
  author={Petter Bae Brandtz{\ae}g and Jan Heim},
Online communities are getting increasingly important for several different user groups; at the same time, community members seem to lack loyalty, as they often change from one community to another or use their community less over time. To survive and thrive, online communities must meet members' needs. By using qualitative data are from an extensive online survey of online community users and a representative sample of Internet users, 200 responses to an open quesion regarding community… CONTINUE READING
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