The 6th Great lakes NASMEI, The North American Society for Marketing Education in India, is an International Marketing Conference, organized by Kotler-Srinivasan Center for Research in Marketing on 29th and 30th December 2012, at Great Lakes Chennai. It was a great knowledge enhancing experience providing an opportunity for both managers and researchers to exchange knowledge and bridge gap between theoretical and practical implications. The conference was initiated by the conference co-chairs Dr. Bala Balachandran, Honorary Dean and Founder, Great Lakes Chennai, Dr. Tapan Panda, Professor of Marketing and Director Kotler- Srinivasan Center for Research in Marketing, Great Lakes Chennai, and Dr Seenu Srinivasan, Professor of Marketing, Stanford University followed with keynote address by Prof. Pradeep Chintagunta, Prof. Joseph T. and Prof. Bernice S. Lewis.
Approximately 110 papers were presented discussing the emerging trends in varied fields of marketing. The paper presented by me along with my co-author Prof. Prabhat Yadav, Institute of Management Nirma University, focused on exploring the dimensions that influences the success of online business model of community website. Our paper “Study of Factors Affecting Online User’s Participatory Intention” was presented under the track of Technology & Innovation chaired by Prof. Achi Sharma. The research was focused upon the emergence of digital era which has not only re-defined the dynamics of existing business models, but has also influenced customer’s decision making process and their way of interaction with the organization. Innovative as well successful online business models like social networking community websites are now looking forward to develop strategy for long-term sustainability and higher market share. Supporting this growing demand among online models, user’s participatory intention has emerged as an important variable defining type and strength of relationship with the website. Examining the extent as well role of user participation, the paper evaluates its significant interaction with psychosocial dimensions in virtual platform. The descriptive study concluded with the managerial implication emphasizing the adoption of strategy that increases social as well personal acceptance with respect to online community. It provides an explanation to the website mangers to focus on enhancing trust and confidence to influence user’s participation and strengthen community’s potentiality.
Finally it was the constructive feedback by the panel members as well from the senior professionals and academicians that made the entire experience enriching. The international platform of Great Lakes Chennai provided me the insight of improvement and innovation. Quality led research papers and inputs from senior delegates were therefore the striking features of this conference.