Use and Participation in Virtual Social Networks: A Theoretical Model

@article{Pagani2010UseAP,
  title={Use and Participation in Virtual Social Networks: A Theoretical Model},
  author={Margherita Pagani and Charles Hofacker},
  journal={IJVCSN},
  year={2010},
  volume={2},
  pages={1-17}
}
Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. They also discuss unusual drivers and inhibitors present with virtual social networks—highlighted by the presence of positive network externalities and… CONTINUE READING

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