This research project investigates the motivations behind the collective interaction of individuals within a Yahoo e-group, all competing for a single £10,000 prize. Surprisingly, the study found that competitors were willing to assist each other despite the competition. Initial participation in the group was driven by the desire to gain information for personal advantage. However, as interactions continued, a sense of reciprocity emerged, leading members to help others in the group, reciprocating the assistance they themselves had received. This evolution from self-interest to mutual support highlights the complex dynamics of online community behavior, especially in competitive contexts.
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Hall, Hazel, and Dianne Graham. "Creation and recreation: motivating collaboration to generate knowledge capital in online communities." International Journal of Information Management 24.3 (2004): 235-246.
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