You Scratch Someone's Back and We'll Scratch Yours: Collective Reciprocity in Social Q&A Communities

Journal of the American Society for Information Science and Technology, Forthcoming

33 Pages Posted: 10 Dec 2012

See all articles by Philip Fei Wu

Philip Fei Wu

University of Surrey

Nikolaos Korfiatis

University of East Anglia (UEA) - Norwich Business School

Date Written: December 10, 2012

Abstract

Taking a structuration perspective while integrating reciprocity research in economics, this study examines the dynamics of reciprocal interactions in social Q&A communities. We postulate that individual users of social Q&A constantly adjust their kindness into the direction of the observed benefit and effort of others. Collective reciprocity emerges from this pattern of conditional strategy of reciprocation and helps form a structure that guides the very interactions that give birth to the structure. Based on a large sample of data from Yahoo! Answers, our empirical analysis supports the collective reciprocity premise, showing that the more effort (relative to benefit) an asker contributes to the community, the more likely the community will return the favor. On the other hand, the more benefit (relative to effort) the asker takes from the community, the less likely the community will cooperate in terms of providing answers. We conclude that a structuration view of reciprocity sheds light on the duality of social norms in online communities.

Keywords: social Q&A, online community, community of practice, reciprocity, structuration

Suggested Citation

Wu, Philip Fei and Korfiatis, Nikolaos, You Scratch Someone's Back and We'll Scratch Yours: Collective Reciprocity in Social Q&A Communities (December 10, 2012). Journal of the American Society for Information Science and Technology, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2187587

Philip Fei Wu (Contact Author)

University of Surrey ( email )

The Surrey Business School
Guildford, Surrey GU2 7XH
United Kingdom

Nikolaos Korfiatis

University of East Anglia (UEA) - Norwich Business School ( email )

Norwich
NR4 7TJ
United Kingdom

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