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To this end, the research addresses both participation goals and CSN attributes that drive participation in CSNs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>\u2013 With a grounded theory approach, this research begins with an exploratory study of the page maintained by a large retailer for six months, followed by a qualitative study featuring in-depth individual interviews and focus groups with 26 members of the CSN.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>\u2013 The results highlight differences between CSNs and other types of online communities (OCs). Members rely on the company to help them achieve their goals; few count on their CSN peers, with whom they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>\u2013 CSNs can create value for both the host company and its members; active management is necessary to unlock that potential. The implications for CSN management include strategies to foster participation and increase value for companies and members.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>\u2013 Although the previous research has studied OCs, specific research on CSNs is scarce. This study characterizes CSNs and provides details regarding participation factors in this new context, as well as relevant implications for CSN management and service research.<\/jats:p><\/jats:sec>","DOI":"10.1108\/josm-04-2013-0112","type":"journal-article","created":{"date-parts":[[2013,9,24]],"date-time":"2013-09-24T17:21:19Z","timestamp":1380043279000},"page":"567-587","source":"Crossref","is-referenced-by-count":35,"title":["Understanding participation in company social networks"],"prefix":"10.1108","volume":"24","author":[{"given":"Carla","family":"Sofia Martins","sequence":"first","affiliation":[]},{"given":"Lia","family":"Patr\u00edcio","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022020419483726300_b1","doi-asserted-by":"crossref","unstructured":"Algesheimer, R. , Dholakia, U.M. and Herrmann, A. 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