Lurking on Social Media: A multi-method investigation into its conceptualisation and measurement, to explore alternative explanations through a study of UK skincare consumers.

Abstract

Engagement strategies within online communities must be accountable for its investment and deliver measurable outcomes. Common measurement metrics used are typically active- and visible behaviours focused include posting frequency, views, comments, active users, followers, likes, and shares. They together represent active engagement. Targeting users' lack of active engagement can be seen as unfruitful and ineffective use of resources. Less active or non-engaging users known as lurkers, make up the majority of consumer base within online communities and are often treated as homogeneous and undesirable. This research challenges the conventional wisdom of lurkers by questioning whether passive, less visible, engagement, such as reading and digesting content, should be considered unproductive. By applying social learning theory, it seeks to provide alternative explanations for lurking on social media and so revise our understanding of user engagement. This research employs a mixed methods design to target the UK skincare sector specifically. Utilising a sample of skincare users aged 18-74 years old, who are consumers and online browsers of skincare products, 19 semi-structured interviews were conducted, followed by an online survey (n=630). Results identify a new concept that exhibits a strong utility to profile lurking and related drivers and outcomes across a continuum rather than as a binary behaviour. This concept has been termed ‘lurking orientation’. It recognises that there are different ‘types’ of lurkers hence taking a ‘one size fits all approach’ to targeting these consumers is likely to be ineffective and inefficient for brands and organisations. This research is timely and original where it: 1) presents lurking as an inherent continuum behaviour (high/low) instead of a binary behaviour (present/absent), which this research labels as lurking orientation; 2) establishes the relevance of social learning theory to studying online lurking; 3) demonstrates the lurking orientation’s utility in segmenting and proposing a typology of lurkers; 4) identifies lurking orientation is influenced by online users’ personalities and motivations; and, 5) indicates lurking orientation, although exists online, can drive offline engagement behaviours (i.e. finding, purchasing, recommending products, etc.). These findings are informative to both academics and business practitioners alike.