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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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Virtual users support forum: do community members really want to help you?
TL;DR: The theory of planned behavior theoretical framework, plus social influence variables, is used to test the effect of the free-riding tendency as a drawback for contributions, considering both the role of individual and the authors-intentions on the observed behavior.
Journal ArticleDOI
Understanding online community participation behavior and perceived benefits: a social exchange theory perspective
Nusrat Jahan,Seung Woon Kim +1 more
TL;DR: In this paper, the authors observed how social exchange theory constructs (perceived members' support and exchange ideology) affect online community participation behavior (OCPB), and moderated by exchange ideology (EI) and perceived ties, which brought perceived benefits to its participants.
Proceedings ArticleDOI
Categorizing Behavior in Online Communities: A Look Into the World of Cake Bakers
TL;DR: The results indicate that online community behaviors can be clustered into four distinct categories: utility posters, team players, low profiles, and story tellers, and that these behavioral roles are related to the commitment users have to the website.
Journal ArticleDOI
The Brand Personality Effect: Communicating Brand Personality on Twitter and its Influence on Online Community Engagement
TL;DR: In this paper, the authors compare Twitter marketing across organizations using the brand personality concept and investigate the effect of brand personality on consumer engagement and sentiment quality on online brand communities on Twitter by collecting data for a period of eight weeks using the publicly available Twitter application programming interface.
Proceedings ArticleDOI
"Shared joy is double joy": the social practices of user networks within group shopping sites
TL;DR: An interview study that investigates the friendship networks of people who participate in group shopping sites shows that group shopping Sites are predominently used to support social activities; that is, users do not use them first and foremost to find 'deals'.
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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Comparative fit indexes in structural models
TL;DR: A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models and two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes.
Journal ArticleDOI
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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