A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities

@article{Dholakia2004ASI,
  title={A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities},
  author={U. Dholakia and R. Bagozzi and Lisa Klein Pearo},
  journal={International Journal of Research in Marketing},
  year={2004},
  volume={21},
  pages={241-263}
}
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… Expand
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