er behaIntern. J. of Research in Marketing 21 years old (2004) 241 – 263 www.elsevier.com/locate/ijresmar
A social influence model of buyer participation in network- and small-group-based digital communities Utpal M. Dholakiaa, *, Rich P. Bagozzia, Lisa Klein Pearob a
Rice College or university, Jesse They would. Jones Graduate student School of Management, 6100 Main Road, 314 Sardines Hall-MS 531, Houston, TEXAS 77005, USA b Cornell University, Cornell School of Hotel Supervision, Ithaca, NEW YORK 14853, USA Received 8 May 2003; received in revised form 1 September 2003; recognized 5 December 2003
Subjective We look into two important group-level determinants of virtual community participation—group norms and social identity—and consider their very own motivational antecedents and mediators. We also introduce a marketing-relevant typology to contemplate virtual areas, based on the distinction between network-based and small-group-based electronic communities. Each of our survey-based analyze, which was conducted across an extensive range of virtual communities, supports the suggested model and finds additional that online community type moderates customers' reasons for engaging, as well as the talents of their impact on group best practice rules and social identity. We conclude having a consideration of managerial and research ramifications of the studies. D 2004 Elsevier N. V. Most rights arranged. Keywords: Digital communities; Online marketing; Consumer patterns; Electronic commerce; We-intentions
A web of goblet spans the world. Through it, brief sparks of light continuously fly, connecting machines nick to chip, and people in person (Cerf, 1991, p. 72) 1 . Intro Marketers have become more and more thinking about learning about, organising, and taking care of * Corresponding author. Tel.: +1 713 348 5376; fax: +1 713 348 6331. Email addresses: [email protected] edu (U. M. Dholakia)8 [email protected] edu (R. G. Bagozzi)8 [email protected] edu (L. K. Pearo). 0167-8116/$ - see front matter Deb 2004 Elsevier B. Versus. All rights reserved. doi: 10. 1016/j. ijresmar. 2003. 12. 004
virtual neighborhoods on their net venues (Bagozzi & Dholakia, 2002; Balasubramanian & Mahajan, 2001). This kind of interest stems not only off their ability to influence members' choices, and to quickly disseminate knowledge and awareness regarding new products (e. g., Dholakia & Bagozzi, 2001), but as well from the quite a few opportunities to employ, collaborate with, and progress customer human relationships actively in such community forums. In the current research, consistent with the current view (e. g., Rheingold, 2002; Wellman & Gulia, 1999), virtual communities happen to be viewed as customer groups of differing sizes that meet and
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interact online for the sake of attaining personal and also shared goals of their users. Researchers include employed different theories including social network research (e. g., Wellman & Gulia, 1999), life pattern models (e. g., Alon, Brunel, & Schneier Siegal, 2004), and motivational hypotheses (e. g., Bagozzi & Dholakia, 2002) for learning virtual communities, examining this kind of issues of marketing relevance as what pulls participants to such residential areas, what they are used for, and how that they influence the subsequent knowledge, views, and behaviors of members. A common idea underlying several of these investigations is to better understand the nature and role from the social influence exerted by community upon its associates (Alon ou al., 2004; Postmes, Spears, & Lea, 2000; discover Dholakia & Bagozzi, 2005 for a review). Bagozzi and Dholakia's (2002, hereafter B& D) examine provides a valuable starting point pertaining to framing our discussion because it adopted an advertising lens to identify two crucial social influence variables, group norms, and social identification, impacting virtual community engagement. Using the social psychological type of goal-directed tendencies (e. g., Perugini & Bagozzi, 2001) and sociable identity theory (e. g., Tajfel, 1978) as actual frameworks,...
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