Your task is to find an argument that ties 3 texts together, to  summarize them in one text

To be able to provide benefits to firms, online communities must maintain both a large pool of members and a large volume of communication activity or content (Butler 2001). The former is important because members are a resource, and at least up to a point, larger membership provides greater benefits, as the number of possible interactions between members and the audience size for announcements and visibility increases with membership (Butler 2001). However, growing online brand communities can be challenging. A Deloitte survey found that most business efforts to build online communities failed to attract a critical mass of members even in the face of substantial spending (Worthen 2008). Moreover, there is a wide variation in even Fortune 500 companies’ ability to build viable online communities (Culnan et al. 2010). Surprisingly, there is almost no research that theorizes about the strategies that firms use to grow their online brand communities. 

We find that engagement is positively associated with online brand community growth. Our analysis also confirms a positive association between firm communications that influence perceptions as well as those that convey monetary incentives and engagement. Specifically, we find that firm posts that influence perceptions including those that convey firm credibility through product and industry knowledge; convey organizational achievements through information about firm milestones; partnerships or awards; and seek opinions are positively associated with engagement. The association between product and industry knowledge and engagement holds for different approaches to conveying this information, including conveying tips or suggestions, industry information, design origin information, and collections or picks. In addition, we find that firm posts that convey monetary incentives in the form of promotions or offers are also positively associated with engagement.


Operating on the basic principle of "telling people about what lots of other people do," social norms interventions have demonstrated efficacy in inducing behavior change in diverse settings. However, very few studies examine how the effect of social norms is differentially manifest across individuals, especially in the contemporary socially connected digital world. We provide new empirical evidence from a randomized field experiment that included more than 7,000 individuals on an online physical activity community observed for a two-month period. We find that connectivity plays an important role in moderating the effectiveness of social norms: individuals with higher levels of social connectivity are more susceptible to a social norms message. Additional analysis reveals that individuals who engage in information sharing (high followers and low followees) are the most susceptible to the social norms message. This study has important implications for the effective and safe use of social norms in nudging people's behavior. Our finding that social norms do not affect all users equally should help optimize interventions by focusing on users with high susceptibility based on easily observable measures.