Community ManagementWhy participate...How to manage...

Review | A social influence model of consumer participation in network- and small-group-based virtual communitiesDholakia & Bagozzi & Pearo

Friday, November 15, 13

virtual community

personal goals

shared goals

small group based

network based

online

meet

engage

collaborate

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background theories for participation

goal directed behavior

goal oriented fashionset of motivations

emotionalpyschologicalevaluational

& social identity

individual level

group level&

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constructs for participation

social identity

group norms

mutual agreement

accommodation among group members

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individual motives

informational value

instrumental value

maintaining interpersonal connectivity

social enhancement

entertainment value

purposive value

groupreferent

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social influences

compliance

identification

enhancement

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social influences & group norms

higher levels of value perception stronger social identity

stronger group norms

1

2 3

mutual agreement4

willingness to mutually accommodate

5

6 7

stronger desires to participate

8

higher levels of we-intentions9

10

11

higher levels of participation12

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small group vs. network based communities

small group based network based

relatively specialized broader content

members know each other superficially associated members

often have commercial focus

identification with a specific group within the venue

identification with the online venue itself

not necessarily commercially focused

stronger purposive and self discovery value perceptions

stronger interpersonal connectivity and social enhancement

the impact of purposive and self discovery values on group norms and

social identity stronger

the impact of maintaining interpersonal connectivity and social enhancement on

group norms and social identity stronger

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conclusions for community management

value perception is the trigger

social identity and group norms are the keys for participation

mutual agreement and accommodation are the mediators for participation

small based and network based groups should be treated in different ways

Friday, November 15, 13