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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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User adoption of social networking sites: Eliciting uses and gratifications through a means-end approach
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Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities
Ying-Feng Kuo,Lien-Hui Feng +1 more
TL;DR: The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable.
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Building brand loyalty through user engagement in online brand communities in social networking sites
TL;DR: A research model is proposed to explain how brand loyalty is developed through user engagement, and revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment.
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Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, YouTube, and Flickr
Sanghee Oh,Sue Yeon Syn +1 more
TL;DR: Investigation of what motivates social media users to share their personal experiences, information, and social support with anonymous others indicates that all of the 10 motivations are influential in encouraging users' information sharing to some degree and strongly correlate with one another.
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Understanding the sustainability of a virtual community: model development and empirical test
TL;DR: Satisfaction, commitment, group norms are found to have significant impacts on intention to continue using and intention to recommend the community to others, while social-related factors are more important in determining commitment and group norms.
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.
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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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