Methods and Issues for Research in Virtual Communities

The Internet has developed from an informative medium to a social environment where people meet together, exchange messages and emotions, and establish friendships and social relationships. While the Internet was originally conceived as a commercial marketspace (Rayport & Sviokla, 1994), nowadays the social side of the Web is a central phenomenon to truly understand the Internet. Social gratification is among the most relevant motivations to go online (Bagozzi & Dholakia, 2006; Stafford & Stafford, 2001). People socialise through the Internet, adding a third motivation to their online activity, other that the pleasure of surfing in itself (the “flow experience” described by Hoffman & Novak, 1996) and the usefulness of finding information. Virtual communities are springing up both as spontaneous aggregation (like the Usenet newsgroups) or forums promoted and organised by Web sites. The topics of a community range from support for a disease to passion for a given product or brand (Muñiz & O’Guinn, 2001). The intensity and relevance of the virtual sociality cannot be discarded. Companies can receive useful and actionable knowledge around their own offer studying the communities devoted to their brand. Hence social research should adopt refined tools to study the communities in order to achieve reliable results. The aim of this article is to illustrate the main research methods viable for virtual communities, examining their pros and cons.