How do social network sites support product users’ knowledge construction? A study of LinkedIn

Purpose: Social network sites are emerging as a popular communication tool for knowledge sharing and construction. LinkedIn, which concentrates on professional networking, is reported to generate great informational benefits to its users. The purpose of this paper is to explore product users’ knowledge construction in solving technical problems on LinkedIn, which was chosen as a case example. Design/methodology/approach: Discussion threads with rich knowledge elements were selected from an interest group about solving technical problems with laptops. Adopting a qualitative content analysis method, selected threads were analysed with a prior analysis framework built in the context of traditional IT company sponsored peer user support forums. Findings: The analysis revealed that the iterative and progressive knowledge construction process and associated trial-and-error strategy used on LinkedIn are similar to those found in peer support forums. However, LinkedIn members are more engaged in knowledge construction episodes. Meanwhile, the sub-category “proposing a new idea” accounts for a larger portion of discussions reflecting the high-level of expertise. One-to-one direct interaction is quite salient. Therefore, LinkedIn can support knowledge construction in a more efficient way due to the character of its social capital, including trust, sense of belonging, norms of cooperation, visible identity, knowledge articulation skills, one-to-one direct interaction and suitable strength of ties. Originality/value: This research is novel in empirically revealing how LinkedIn attributes and its social capital attributes interact with each other and together facilitate an efficient knowledge construction process.