A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities
01 Sep 2004-International Journal of Research in Marketing (North-Holland)-Vol. 21, Iss: 3, pp 241-263
TL;DR: In this article, the authors investigate two key group-level determinants of virtual community participation, namely group norms and social identity, and consider their motivational antecedents and mediators.
About: This article is published in International Journal of Research in Marketing.The article was published on 2004-09-01. It has received 1801 citations till now. The article focuses on the topics: Virtual community & Social identity theory.
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01 Dec 2006
TL;DR: The study holds that the facets of social capital -- social interaction ties, trust, norm of reciprocity, identification, shared vision and shared language -- will influence individuals' knowledge sharing in virtual communities.
Abstract: The biggest challenge in fostering a virtual community is the supply of knowledge, namely the willingness to snare Knowledge with other members. This paper integrates the Social Cognitive Theory and the Social Capital Theory to construct a model for investigating the motivations behind people's knowledge sharing in virtual communities. The study holds that the facets of social capital -- social interaction ties, trust, norm of reciprocity, identification, shared vision and shared language -- will influence individuals' knowledge sharing in virtual communities. We also argue that outcome expectations -- community-related outcome expectations and personal outcome expectations -- can engender knowledge sharing in virtual communities. Data collected from 310 members of one professional virtual community provide support for the proposed model. The results help in identifying the motivation underlying individuals' knowledge sharing behavior in professional virtual communities. The implications for theory and practice and future research directions are discussed.
2,887 citations
TL;DR: In this paper, the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles is studied. But the authors employ a vector autoregressive (VAR) modeling approach.
Abstract: The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregressive (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.
2,322 citations
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.
Abstract: The authors develop and estimate a conceptual model of how different aspects of customers' relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers' brand knowledge and the brand community's size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members.
2,081 citations
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.
Abstract: This article presents a critique of a number of shortcomings with the technology acceptance model (TAM) and points to specific remedies in each case. In addition, I present a model for the purposes of providing a foundation for a paradigm shift. The model consists first of a decision making core (goal desire → goal intention → action desire → action intention) that is grounded in basic decision making variables/processes of a universal nature. The decision core also contains a mechanism for self-regulation that moderates the effects of desires on intentions. Second, added to the decision making core are a number of causes and effects of decisions and self-regulatory reasoning, with the aim of introducing potential contingent, contextual nuances for understanding decision making. Many of the causal variables here are contained within TAM or its extensions; also considered are new variables grounded in emotional, group/social/cultural, and goal-directed behavior research.
1,775 citations
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.
1,621 citations
References
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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.
Abstract: Normed and nonnormed fit indexes are frequently used as adjuncts to chi-square statistics for evaluating the fit of a structural model A drawback of existing indexes is that they estimate no known population parameters A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models Two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes CFI avoids the underestimation of fit often noted in small samples for Bentler and Bonett's (1980) normed fit index (NFI) FI is a linear function of Bentler and Bonett's non-normed fit index (NNFI) that avoids the extreme underestimation and overestimation often found in NNFI Asymptotically, CFI, FI, NFI, and a new index developed by Bollen are equivalent measures of comparative fit, whereas NNFI measures relative fit by comparing noncentrality per degree of freedom All of the indexes are generalized to permit use of Wald and Lagrange multiplier statistics An example illustrates the behavior of these indexes under conditions of correct specification and misspecification The new fit indexes perform very well at all sample sizes
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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.
Abstract: Criteria for evaluating structural equation models with latent variables are defined, critiqued, and illustrated. An overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence. Model assessment is considered to be a complex process mixing statistical criteria with philosophical, historical, and theoretical elements. Inevitably the process entails some attempt at a reconcilation between so-called objective and subjective norms.
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TL;DR: This article argued that social identification is a perception of oneness with a group of persons, and social identification stems from the categorization of individuals, the distinctiveness and prestige of the group, the salience of outgroups, and the factors that traditionally are associated with group formation.
Abstract: It is argued that (a) social identification is a perception of oneness with a group of persons; (b) social identification stems from the categorization of individuals, the distinctiveness and prestige of the group, the salience of outgroups, and the factors that traditionally are associated with group formation; and (c) social identification leads to activities that are congruent with the identity, support for institutions that embody the identity, stereotypical perceptions of self and others, and outcomes that traditionally are associated with group formation, and it reinforces the antecedents of identification. This perspective is applied to organizational socialization, role conflict, and intergroup relations.
8,480 citations