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Baym (1999) and the Johari Window:

Figure 1:  The Johari Window (Luft, 1969)

To understand how important a market player is, it is necessary to understand the social facilities and dynamics of the community it offers.  The degree to which the market player facilitates the development of a community points towards a stronger competitor, providing this is realised by its members.  If this potential is not realised, this competitor still represents a threat to the business.  This has obvious significant implications to future business planning.

The Johari window model was conceived as a sociological model of how to increase the strength of ‘real world’ communities, through different forms of social interaction (Luft, 1969).  This will be applied to the identified online competitive set, also to assess the potential for strong social bonds to be established within their respective online communities.  Specifically it questions the facilitation of social interaction and motivations to interact socially.  This is considered important in both offline and online relationship forming (Parks and Roberts, 1998)...