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A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities
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In this article, the authors investigate two key group-level determinants of virtual community participation -group norms and social identity -and consider their motivational antecedents and mediators.Abstract:
We investigate two key group-level determinants of virtual community participation - group norms and social identity - and consider their motivational antecedents and mediators. We also introduce a marketing-relevant typology to conceptualize virtual communities, based on the distinction between network-based, and small-group-based virtual communities. Our survey-based study, which was conducted across a broad range of virtual communities, supports the proposed model, and finds further that virtual community type moderates consumers' reasons for participating, as well as the strengths of their impact on group norms and social identity. We conclude with a consideration of managerial and research implications of the findings.read more
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The impact of online brand community characteristics on customer engagement
Jamid Ul Islam,Zillur Rahman +1 more
TL;DR: Results reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.
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Cultivating the sense of belonging and motivating user participation in virtual communities: A social capital perspective
TL;DR: Three factors that relate to three dimensions of social capital in the VC are positively related to the sense of belonging, which affects intentions to get and share knowledge and mediates the relationships between social capital factors and a VC member's intentions to participate.
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Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework
Mu Hu,Mingli Zhang,Yu Wang +2 more
TL;DR: Analysis of data collected from two live streaming platforms in mainland China indicates that audiences identification with broadcasters and audience groups are positively associated with their continuous watching intention, and broadcasting identification and group identification increase continuance intention.
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Measuring the Value of Electronic Word-of-Mouth and its Impact in Consumer Communities
TL;DR: This article introduced an adaptation of PageRank as a new metric for measuring the value a community assigns each word-of-mouth instance and the value the community assigns to the members that create them.
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The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival
Silvia Grappi,Fabrizio Montanari +1 more
TL;DR: In this paper, the authors identify the role played by emotions, hedonism, satisfaction, and social identification in mediating the effects of environmental factors on attendees' re-patronizing intention.
References
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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Alternative Ways of Assessing Model Fit
Michael W. Browne,Robert Cudeck +1 more
TL;DR: In this paper, two types of error involved in fitting a model are considered, error of approximation and error of fit, where the first involves the fit of the model, and the second involves the model's shape.
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On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.
Book
Handbook of social psychology
TL;DR: In this paper, Neuberg and Heine discuss the notion of belonging, acceptance, belonging, and belonging in the social world, and discuss the relationship between friendship, membership, status, power, and subordination.
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