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Author: | Dholakia, U.M. Bagozzi, R.P. Pearo, L.K. |
Title: | A social influence model of consumer participation in network- and small-group-based virtual communities |
Journal: | International Journal of Research in Marketing
2004 : VOL. 21:3, p. 241-263 |
Index terms: | Consumer behaviour Electronic commerce Groups Internet Marketing |
Language: | eng |
Abstract: | The authors investigate two key group-level determinants of virtual participation: group norms and social identity. They also introduce a marketing-relevant typology to conceptualize virtual communities, based on the distinction between network-based and small-group-based virtual communities. The authors found that virtual community moderated consumers' reasons for participating, as well as strenghts of their impact on group norms and social identity. |
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