A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities

International Journal of Research in Marketing, 2004

47 Pages Posted: 22 Apr 2004  

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Richard P. Bagozzi

University of Michigan, Stephen M. Ross School of Business

Lisa Klein Pearo

Cornell University - School of Hotel Administration

Abstract

We investigate two key group-level determinants of virtual community participation - group norms and social identity - and consider their motivational antecedents and mediators. We also introduce a marketing-relevant typology to conceptualize virtual communities, based on the distinction between network-based, and small-group-based virtual communities. Our survey-based study, which was conducted across a broad range of virtual communities, supports the proposed model, and finds further that virtual community type moderates consumers' reasons for participating, as well as the strengths of their impact on group norms and social identity. We conclude with a consideration of managerial and research implications of the findings.

Keywords: Virtual communities, internet marketing, consumer behavior, electronic commerce, we-intentions

Suggested Citation

Dholakia, Utpal M. and Bagozzi, Richard P. and Pearo, Lisa Klein, A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities. International Journal of Research in Marketing, 2004. Available at SSRN: https://ssrn.com/abstract=534523

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Richard P. Bagozzi

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Lisa Klein Pearo

Cornell University - School of Hotel Administration ( email )

545C Statler Hall
Ithaca, NY 14853-6902
United States

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