A social influence model of consumer participation in network- and small-group-based virtual communities

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… (More)

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@inproceedings{Dholakia1997ASI, 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 and J. Jones}, year={1997} }