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

@inproceedings{Dholakia2004ASI,
  title={A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities},
  author={Utpal M. Dholakia and Richard P. Bagozzi and Lisa Klein Pearo},
  year={2004}
}
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… CONTINUE READING
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