Intentional social action in virtual communities

• Published in: Journal of interactive marketing Vol. 16; no. 2; pp. 2 - 21
• Main Authors: Bagozzi, Richard P., Dholakia, Utpal M.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 2002; Wiley Subscription Services, Inc., A Wiley Company; Elsevier Science Ltd
• Subjects: Behavior; Chat rooms; Citizen participation; Communication; Consumer behavior; Consumers; Interactive marketing; Internet; Psychology; Social identity; Social psychology; Statistical analysis; Virtual communities; World Wide Web; United States > US

There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual commu...