Motives to participate in an online community for professionals: Lessons from ServiceNow customer service community

Although the numbers of online community members continue to increase every day, most of the user-generated content in online communities comes from only a small percentage of members who are motivated to participate and contribute. While studies have been conducted on other professional online communities (e.g. teachers, mathematics practitioners, software developers, etc.), the online community for ServiceNow practitioners is not fully understood. Studies of this group could be useful to organizations that seek to understand ServiceNow practitioners’ motives to participate in these communities, fulfill their specific needs, and build and maintain a thriving community of users.

A qualitative case study method was used to learn what motivates ServiceNow practitioners to contribute and participate in ServiceNow communities. Data were collected from interviews with the participants, their stories and testimonials and physical artifacts created and used by them. Data analysis was carried out using data triangulation and continuous coding process.

Three primary motives were identified: find answers to questions or issues, learn about ServiceNow products and services, and share knowledge and expertise with others.

As a single-case research method was used, findings of this study may not be generalized to a larger population.

Results should encourage and increase participation by ServiceNow Community's members, create a repository of knowledge and relationships that can improve their value and effectiveness, and help their organizations maintain competitive advantage.