Social Effects of Online Communities: Netnography of a YouTube Embroiderers' Association

Abstract

The study examines how online communities emerge and exist. Using a YouTube embroidery community as a casestudy the authors analyze the reasons for the long-term existence of modern online communities. For that purpose, the authors explore community's organizational structure, a typology of the participants, analyze their interactions, and describe the reasons why they unite and the results of the community activities, i.e. social effects.  The study is based on 8 in-depth semi-structured interviews and a netnographic analysis of 47 videos made by community members.

Findings show that social effects resulted from the community members' interactions can be both direct and unintentional.  Members joining the community expect to receive the following social effects: psychological comfort and a sense of belonging to the community, group cohesion and recognition by the like-minded people, and opportunities for professional growth.

However, the community also legitimizes consumption and external "arbitration" of the members' activities and enhances their bargaining power in market interactions. The community under consideration illustrates a voluntary association of people, a case of self-organization based on utilitarianism, rationality and individualized practicality in favor of its members. Internally motivated needs are a condition for the existence of online communities which hold people together for a long time.

The findings of the study will be useful for researchers dealing with the structure and functioning of online communities. The study can be used as a solid research base by individuals and businessmen working with online communities or willing to create a stable online community and manage it.