Analysing voluntary contribution to online forums using a proposed critical mass contribution model

Abstract

Online forums have become a popular means of communication, embracing the concept of “customer co-creation” defined by service dominant logic. Many company sponsored online forums fail to grow, whereas others rapidly achieve a scale at which they become sustainable. There have been many narrative descriptions to propose reasons for success and many partial models based on network growth and random association. This paper makes a contribution to knowledge by proposing a model based on critical mass theories. This integrates a range of discipline bases and recognises the differential rates of contribution of contributors and the evaluations they make prior to contribution. Practical suggestions are made for how companies can use the principles of critical mass models to improve their “seeding” of new forums with a view to rapidly reaching a critical mass where a forum becomes sustainable.