Fostering engagement in online communities and the potential of artificial intelligence
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Journal Title
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Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
116
Series
Abstract
The rapid evolution of digital platforms has reshaped how communities form, engage, and sustain themselves online. This thesis explores the integration of artificial intelligence (AI) into online communities to enhance user engagement, leveraging qualitative research methodologies to examine the strategies organisations employ to foster active participation. Central to this study is the investigation of how AI-driven tools are being adopted within online communities to not only enhance interaction but also address challenges like content moderation, personalized interactions, and ethical considerations. Through semi-structured interviews with online community representatives across various organizations, this research identifies key principles that underpin successful online community engagement and the role of AI in reinforcing these dynamics. The study delves into the specific AI tools used for enhancing user interaction, content personalization, and community management, assessing their impact on community vitality and the ethical implications of their deployment. Findings indicate that while AI tools provide significant advantages in terms of scalability and efficiency, they also bring forth challenges related to privacy, data security, and the preservation of authentic human interactions. The ability to balance technological integration with human-centric approaches is highlighted as crucial for the sustainable development of online communities. This thesis contributes to the broader discourse on digital interaction dynamics by providing insights into the symbiotic relationship between AI technologies and community engagement strategies, offering an outlook on the future trajectory of online communities in the digital age.Description
Thesis advisor
Hekkala, RiittaKeywords
online community, artificial intelligence, human-computer interaction, engagement