Drivers of engagement in virtual communities of practice: a qualitative study of Australian pharmacists’ perceptions and experiences

Abstract

BACKGROUND: In today's digital age, virtual Communities of Practice allow pharmacists to connect and collaborate across geographical and professional boundaries. These platforms create opportunities for shared learning and knowledge exchange, fostering innovation and helping pharmacists stay informed about evolving practices. AIM: This study aimed to explore the factors that drive engagement in virtual Communities of Practice among Australian pharmacists. METHOD: A qualitative study was conducted with 24 Australian pharmacists recruited via social media, professional networks, and conferences. Five online focus groups (each with 3-4 participants) were conducted, lasting 45-60 min. Discussions were transcribed verbatim, and data were analysed thematically using the Framework Method. Rigor was ensured through convenience sampling, maintenance of an audit trail, and the use of independent coding and thematic analysis to enhance credibility and confirmability. RESULTS: Four major themes emerged from the analysis: 'access to information', 'sense of community', 'active facilitation', and 'platform usability'. Participants appreciated peer-shared knowledge and staying informed about current practices. A strong sense of community was cultivated as participants supported by others within the virtual community of practice. Active facilitation, such as moderators filtering content and engaging participants, was essential for maintaining a constructive environment. Additionally, platform usability, characterised by user-friendly features, the ability to keep personal and professional boundaries, and flexibility in accessing activities, significantly enhanced participant engagement. CONCLUSION: The study identified four key drivers of engagement in virtual Communities of Practice including accessible information, community support, active facilitation, and platform usability. These findings inform the design of virtual Communities of Practice to enhance professional collaboration and practice. Addressing these factors can enhance virtual Communities of Practice effectiveness in supporting professional collaboration, reducing isolation, and fostering continuous learning, particularly in evolving pharmacy roles.