Identification of research gaps and contributions to the field

        In the present research of virtual community based innovative research, the prime objective is to investigate about the process of using online consumers for the new product development and launching of a new product (Franke, Nikolaus, & Shah, 2003). According to the perspective of producers, a number of benefits are considered for virtual consumer integration for instance reduction of risk, identification of new trends, and new creative ideas about product development. In the initial overview, the considerable development process is considered for the concept of virtual consumer integration (Saunière, Leroyer, Boudin, & Jean, 2013).

        The theoretical review is based on the new suggestions for the involvement of consumer in the new product development. The findings of the research will provide the empirical method for the implementation of an online virtual process (Richard P. Bagozzi, 2002). The outcomes of the research demonstrate the participation of consumers in the virtual community based process. The social exchange theory provides a proper method for the virtual interaction of consumers with services providers and producers and engaging the consumers with the process of product development (Daj & Chirca, 2009).

        The consumers interact through the virtual interaction for certain reasons and incentives, therefore, the company is required to provide the required attractive incentives to the virtual consumers (Richard P. Bagozzi, 2002). A number of activities and tasks can be provided by the companies to motivate the consumers for virtual consumer engagement (Chan & Lee, 2016).

        The functions of motivation for the activities are self-determined extrinsic motivation and function of the intrinsic motivation. In the case of the intrinsic motives the virtual new product development is considered for the engagement of consumers with the services. At the same time, the intrinsic and extrinsic motives can be considered for the factors influencing the consumers and engaging them with the virtual new product development (Faraj & Johnson, Network exchange patterns in online communities, 2011).

        The intrinsic motivations work to initiate boosting process in the online customers for the new products through online or offline processes. The intrinsic motivations include distinct hobbies, for instance, playing chess, challenging, salsa, climbing, or energizing exercises frequently that can be executed as a method for an end (Saunière, Leroyer, Boudin, & Jean, 2013). People naturally inspired may consider their virtual commitment for the new item improvement and development as fun and getting a charge out of and in this way see it as remunerating rather than unadulterated efforts (Daj & Chirca, 2009).

        The new product development can be introduced as fun on social media to improve consumer interaction. It isn't simply the result however the movement, innovative purchasers may get advantage from. The previous research work enables to demonstrate an inspirational disposition towards the present analysis and how the virtual company has occupied with virtual new product improvement exercises and processes. The intrinsic motivations can intrigue, contribution, interest, fulfillment, or positive test (Danescu-Niculescu-Mizil, West, Jurafsky, Leskovec, & Potts, 2013).

Pre-existing theories and models on Field of innovation in online communities

        In 1985 Maidique and Ziger worked on the development process for the products and investigated the deep interaction of customers with the product development and announcement processes. They concluded that the development of organizations depends on the relationship between the service providing companies and customers (Jadin, Gnambs, & Batinic, 2013). The direct interactions of customers and development staff with the services have a tremendous impact on the growth of the business. The contributing factors are new activities introduced for the consumers, designs for the consumers, designs by the customers, and requirements of the customers (Chan & Lee, 2016).

        The customer participation in the companies can improve product development even if the average time spent is shorter. The continuous emergence of information technology in the companies enhanced the link between the customers and the products (Chanal & Caron-Fasan, 2010). The increase in customer interaction with the companies rapidly increased economic incorporation of customers for the system of product development. The developed system results in the improvement of abilities of the companies, implementation of new strategies, conceptualization, and community involvement in the business growth (Chan & Lee, 2016).

The theory about the user community’s participation

        In a previous research, Figallo demonstrated the meaning and proper definition related to the virtual network as it would be diversely dependent on various perspectives of researchers. The proper definition of virtual network or virtual community typically generates a view about the thought of the researcher.  The key point of the research is the performance of the network collaboration in the innovation and technology consideration on the virtual organizations (Rossi, 2011).

        Besides the definition, the additional attention is paid to the objective that is behind the insufficiency and the distinctions in the meanings of virtual network. The theory provides a way to reflect the impact of virtual community in the development or enhancement of business (Quinton & Harridge-March, 2010). The circumstance mentioned in the previous researches about the virtual networks as well as virtual community defines less existing of studies and lack of acknowledgment of virtual networks on the aspects of knowledge and innovations (Saunière, Leroyer, Boudin, & Jean, 2013).

        A number of researches carried out research to justify the role of virtual communities in the marketing of product and product development orientation. The perspective of researches is product innovation development that facilitates interactions between the participants (Chan & Lee, 2016).  For instance, a few investigations provide information about the significance of virtual communities regarding information or innovation development. Even though there exist diverse types of the terms and implications that are mainly dependent on the distinctions of the organizations included in the research (Yoo, Jr, Lyytinen, & Majchrzak, 2012).

References  on Field of innovation in online communities

Franke, A., Nikolaus, D., & Shah, S. (2003). How Communities support innovative activities: An exploration of assistance adn sharing among innovative users for sporting equipment. Research Policy , 32 (01), 157-178.

Füller, J. (2006). Why Consumers Engage in Virtual New Product Developments Initiated by Producers. Advances in Consumer Research , 33 (01), 639-646.

Jadin, T., Gnambs, T., & Batinic, B. (2013). Personality traits and knowledge sharing in online communities. Computers in Human Behavior , 29 (1), 210-216.

Saunière, J.-C., Leroyer, S., Boudin, S., & Jean, G. (2013). Collaborative innovation and the intellectual property. Springer.

Yoo, Y., Jr, R. J., Lyytinen, K., & Majchrzak, A. (2012). Organizing for innovation in the digitized world. Organization science , 23 (5), 1398-1408.

Toral, S. L., & Gangi, P. M. (2011). User Innovations Through Online Communities From the Perspective of Social Network Analysis. The First International Conference on Advanced Collaborative Networks, Systems and Applications , 01 (01), 40-45.