“I can't express my thanks enough”: The “gratitude cycle” in online communities

Gratitude is a fundamental aspect of social interaction that positively influences emotional and social well‐being. It is also crucial for promoting online community health by motivating participation. However, how gratitude occurs and can be encouraged in online communities is not yet well understood. This exploratory study investigated how online community users experience gratitude, focusing on how gratitude expression and acknowledgment occurs, can break down or can be reinforced. Semistructured Critical Incident interviews were conducted with 8 users of various online communities, including discussion and support groups, social Q&A sites, and review sites, eliciting 17 memorable examples of giving and receiving thanks online. The findings gave rise to a process model of gratitude in online communities—the “gratitude cycle,” which provides a detailed, holistic understanding of the experience of gratitude online that can inform the design of online community platforms that aim to motivate users to perpetuate the cycle. An enriched understanding of gratitude in online communities can help ensure future platforms better support the expression and acknowledgment of thanks, encouraging participation.

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