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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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Factors affecting active participation in B2B online communities
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Duality of self-promotion on social networking sites
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Knowledge sharing in online brand communities
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From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model
Leonard Lee,J. Jeffrey Inman,Jennifer Argo,Tim Böttger,Utpal M. Dholakia,Timothy J. Gilbride,Koert van Ittersum,Barbara E. Kahn,Ajay Kalra,Lehman,Leigh McAlister,Venkatesh Shankar,Claire I. Tsai +12 more
TL;DR: In this paper, a theory-based model of the shopper journey is proposed, incorporating the rich literature in consumer and marketing research and taking into account the evolving retailing landscape.
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Participating in Health Issue‐Specific Social Networking Sites to Quit Smoking: How Does Online Social Interconnectedness Influence Smoking Cessation Self‐Efficacy?
TL;DR: In this article, the authors examined members of health issue-specific social networking sites (SNSs) for smoking cessation, hypothesizing that social identification, bridging and bonding social capital, perceived subjective norms, and social support would impact the relationship between participation and smoking cessation self-efficacy.
References
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On the evaluation of structural equation models
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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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