Proceedings of The 5th International Conference on Research in Humanities and Social Sciences
Student User-Generated Content as a Communicative Success Factor for Universities– First Interim Results
Prof. (FH) Dr. Peter Schneckenleitner
A research project for digital networking among students was launched at the University of Applied Sciences Kufstein, Tyrol at the beginning of 2021. Students are spending less and less time on site at the university campus due to the Covid-19 pandemic and advancing digitalization. The desire for shared digital communication platforms is growing. Interaction in online communities also brings some positive effects, such as a sense of membership, identity, belonging, and bonding, which is collectively referred to as a “sense of virtual community.” The theoretical basis of this paper is provided by the Fogg Behavior Model in combination with network effect theory, Heckhausen’s motivation model, and the Social Capital Theory, with the help of which the motivation and ability to participate in student online communities are analyzed. Subsequently, a quantitative survey was conducted among students of the University of Applied Sciences Kufstein, Tyrol. This resulted in the cornerstones and requirements for a new digital networking platform. The survey also elicited topics that should find their way onto the platform. Taking all requirements into account, the research team chose MSYammer as social networking tool. This paper gives a first interim report on the genesis and initialization of this platform. The project will end at the end of 2022.
keywords: Online-Communities, Community Building, MS Yammer, participation, communication platform.