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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 Structure of Online Consumer Communication Networks
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Does size matter? an examination of small and large web based brand communities
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Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model
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Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions
TL;DR: In this article, the authors apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions.
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Why people use online social media brand communities: A consumption value theory perspective
TL;DR: The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities, and can help onlinesocial media brand community managers to kick start user-centric innovation activities in their community.
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
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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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