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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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Journal ArticleDOI
Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise
TL;DR: In this article, the authors analyzed the effect on co-creation behavior of users' altruism and their interactivity with the different firms housed in the virtual community, and found that the user's altruism is the determining factor in encouraging moderate sustainable cocreation behavior (recommendation of the service), whereas user-firm interactivity is the critical antecedent for fostering high level co-innovation activities.
Dissertation
IT Design for Sustaining Virtual Communities: an Identity-based Approach
TL;DR: Ma et al. as mentioned in this paper proposed an identity-based view to understand how the use of IT-based features in virtual communities can improve community sustainability, defined as the perceived fit between a focal person's belief of his or her identity and the recognition and verification of this identity by other community members.
Journal ArticleDOI
A Study of Online Co-Creation Strategies of Starbucks Using Netnography
Preetika Sindhwani,Vandana Ahuja +1 more
TL;DR: This study has been conducted using the online marketing research technique called netnography-a qualitative and interpretive methodology for the study of users in the virtual space to enable consumer participation in the co-creation strategies of organizations.
Book ChapterDOI
Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information
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Proceedings ArticleDOI
Linking people through physical proximity in a conference
TL;DR: This work created a system for finding and connecting with people at a conference that uses offline proximity encounters in order to help attendees meet and connect with each other, and discovers that for social selection, more proximity interactions will result in an increased probability for a person to add another as a social connection.
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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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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