PhD Defence Martina Pocchiari
In her dissertation ‘Managing Successful and Resilient Shared-Interest Communities: The role of digitization technologies and disruptive events’ Martina Pocchiari shed light into the dynamics of shared-interest communities under the influence of changing technologies and external events. Three questions were addressed: (i) What is the impact of digitizing community activities on the participation intentions of community members?; (ii) What is the effect of negative vs. positive shocks to a community's purpose on community dynamics?; (iii) What is the effect of a brand crisis on consumer engagement and patterns of information spread in brand communities?