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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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Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories
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Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site
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The Social Influence of Brand Community: Evidence from European Car Clubs
TL;DR: In this article, the authors develop and estimate a conceptual model of how different aspects of customers' relationships with the brand community influence their intentions and behaviors, and test their hypotheses by estimating a structural equation model with survey data.
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The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift
TL;DR: In this article, the authors present a critique of the technology acceptance model (TAM) and points to specific remedies in each case and present a model for the purposes of providing a foundation for a paradigm shift.
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Popularity of brand posts on brand fan pages : An investigation of the effects of social media marketing
TL;DR: In this article, the authors analyzed 355 brand posts from 11 international brands spread across six product categories and found that vivid and interactive brand post characteristics enhance the number of likes and positive comments on a brand post.
References
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Book
Virtual and Collaborative Teams: Process, Technologies, and Practice
TL;DR: In this paper, the authors provide a variety of research and practice from a wide range of disciplines, nationally and internationally, encompassing quantitative and qualitative research, case studies, interview research and theoretical models.
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Motivational Antecedents, Constituents, and Consequents of Virtual Community Identity
TL;DR: Dholakia and Bagozzi as mentioned in this paper present an integrative framework considering and elaborating on the motivational antecedents, constituents, and consequents of virtual community identity, and discuss its implications for virtual community organizers.
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