Intentional social action in virtual communities

@article{Bagozzi2002IntentionalSA,
  title={Intentional social action in virtual communities},
  author={R. Bagozzi and U. Dholakia},
  journal={Journal of Interactive Marketing},
  year={2002},
  volume={16},
  pages={2-21}
}
There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, we explicate the concept of “we-intentions”, and use the Model of Goal-Directed Behavior to explain members’ we-intentions. Virtual community influences… Expand
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