Towards a Framework for Web 2.0 Community Success: A Case of YouTube

Towards a Framework for Web 2.0 Community Success: A Case of YouTube

Joshua Chang (Curtin University of Technology, Australia) and Clifford Lewis (University of Wollongong, Australia)
Copyright: © 2011 |Pages: 14
DOI: 10.4018/jeco.2011040101
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Abstract

Although ample research has been conducted on the topic of community, there is still much research to be done on online communities. More specifically, there is a paucity of research on the topic of building successful Web 2.0 communities like YouTube—the top ranked Web 2.0 video sharing website. In this paper, a framework for Web 2.0 community success is proposed based on a theoretical review and an empirical study of YouTube using a dual approach consisting of content analysis and grounded theory interviews. The findings identify specific internal and external factors that are important for the success of YouTube as a Web 2.0 community. A framework of Web 2.0 community success is also proposed, which is useful in the planning and administration of Web 2.0 Communities.
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Literature Review

Web 2.0

The definition of ‘Web 2.0’ has been subject to refinement over the years. O’Reilly (2006) in his refined definition of Web 2.0 states:

“Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects and get better, the more people use them.”

Fundamental to this definition is that Web 2.0 sites become more effective as more user generated content is created. For example, YouTube becomes an increasingly effective video sharing site as more and more user generated content is uploaded and shared. If a video website did not allow users to upload and share content, but only allows the download of editor generated content, then it is deemed to be Web 1.0. In clarifying the difference between Web 1.0 and Web 2.0, O’Reilly (2005) states that Encyclopedia Britannica’s website is Web 1.0 (because users cannot generate content to increase its effectiveness), while Wikipedia is Web 2.0 (because content is user generated).

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