Participation in professional communities: Exploring community orientations among highly-educated professionals

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Hänninen, Anna 2013-04-03T01:30:19Z 2013-04-03T01:30:19Z 2013
dc.description.abstract Objective of the study: The aim of this study is to deepen the current understanding on participation in professional communities by unveiling the differences between individuals in their tendencies to share and collect information in such communities. This will be done by first approaching the topic of professional community participation from the perspective of knowledge sharing. Based on previous research and literature, factors influencing knowledge sharing in professional communities are then identified and presented. This is followed by a conceptual framework binding all the above-mentioned aspects together. In the empirical part of the study, underlying dimensions of professional communality are revealed. Finally, these dimensions are categorized in order to extract possible community orientations from the research data. Research Method: The data was collected by using an online questionnaire, which was addressed to highly educated professionals from various business areas. Two multivariate techniques were used to analyze the data. First, factor analysis was conducted in order to define the underlying dimensions of professional communality. Second, cluster analysis was conducted to categorize these dimensions and to decipher whether there is to be found different kinds of community orientations among highly-educated professionals. Findings: The factor analysis revealed eleven factors that were identified as dimensions of professional communality. After identification of the different dimensions through the factor analysis, these standardized variables were subjected to K-means cluster analysis. According to the analysis, four different community orientations among highly-educated professionals were found. These participation profiles were named as follows: 1) Communal altruists, 2) Information brokers, 3) Strongly committed professionals, and 4) Social capital hoarders. By running cross-tabulations, the four community orientations were further interpreted and characterized. Based on the cross-tabulations, it was found that the extracted community orientations have different objectives for participating in communal gatherings. Differences in terms of what kinds of professional communities these participation types prefer and how they share knowledge in such communities were also identified. en
dc.format.extent 77
dc.language.iso en en
dc.title Participation in professional communities: Exploring community orientations among highly-educated professionals en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword participation in communities
dc.subject.keyword professional communities
dc.subject.keyword knowledge sharing
dc.subject.keyword social exchange
dc.subject.keyword social capital
dc.subject.keyword factor analysis
dc.subject.keyword cluster analysis
dc.identifier.urn URN:NBN:fi:aalto-201304041870
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon yhteisöt
dc.subject.helecon communities
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.subject.helecon kohderyhmät
dc.subject.helecon target groups
dc.subject.helecon asiantuntijat
dc.subject.helecon specialists
dc.ethesisid 13149 2013-02-06
dc.location P1 I

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