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| Tekijä: | Dholakia, U.M. Bagozzi, R.P. Pearo, L.K. |
| Otsikko: | A social influence model of consumer participation in network- and small-group-based virtual communities |
| Lehti: | International Journal of Research in Marketing
2004 : VOL. 21:3, p. 241-263 |
| Asiasana: | Consumer behaviour Electronic commerce Groups Internet Marketing |
| Kieli: | eng |
| Tiivistelmä: | 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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