Perceived challenges affecting user engagement in online community: an analysis of interrelationships and interaction

Abstract

PurposeWith gaining popularity, online communities are increasing. It is leading to the data and information overflow. So, there are some challenges like cyber frauds, cyberbullying, etc. while engaging with online communities. Not only this, anonymity of the participants, stress and racism are also big challenges in online communities' interaction. Online harassers' attack tactics have changed over time. In addition, there are challenges like quality of discussion, inequality in participation of the users, etc. may scale online communities towards incitement and activism. Therefore, this study will try to analyse these challenges for overall benefit of the society.Design/methodology/approachThe underlying fuzzy set theory is employed to handle the fuzziness of users' perceptions since the attributes are expressed in linguistic preferences. Through exhaustive literature review, the authors have identified 15 challenges. These challenges are further categorised as cause and effect by using DEMATEL (Decision-Making Trial and Evaluation Laboratory) approach.FindingsLack of strategic planning and uninspired discussions between users has emerged as a major challenge in cause category. This study further demonstrates how individual challenge can be managed and developed to navigate the online communities to maintain a healthy environment in society.Research limitations/implicationsResults are based on limited dataset. Therefore, findings cannot be generalised for all online communities.Originality/valueThe research findings offer a suitable direction to policymakers to formulate and design policies, laws and regulations to increase user engagement in the online community. The study is beneficial to firms and researchers in understanding the factors influencing effective management of online communities.