The Mixed Effects of Participant Diversity and Expressive Freedom in Online Peer-to-Peer Problem Solving Communities

Almeida, Stefânia Ordovás de; Dholakia, Utpal M.; Hernandez, José Mauro da Costa; Mazzon, José Afonso

doi:10.1016/j.intmar.2014.02.003

Cited by 34 publications

(32 citation statements)

References 52 publications

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“…Additional research suggests that consumers are less apt to like a brand and have lower purchase intentions if the fans of the brand consist of individuals who are perceived as dissimilar (Naylor, Lamberton, & West, ). Further, de Almeida, Dholakia, Hernandez, and Mazzon () show that perceived diversity in online communities hinders social identification, which in turn deters brand relationship quality and purchase intention. Although current research on social networking does not directly explore the influence of membership and dissociative social groups in an online setting, it does suggest that social influence is a powerful force in an online context and parallels many of the findings that occur in an offline context.…”

Section: Group Influence and Social Networkmentioning

confidence: 99%

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Thomas

Vinuales

2017

Psychology and Marketing

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Social networks provide an innovative means for facilitating social influence as well as arousing consumer curiosity. However, research on how social influence impacts attitudes and behaviors in this context is limited. Further, even less research exists examining how curiosity impacts consumers' behaviors, which is concerning since curiosity may be especially relevant in an online setting. To overcome these gaps, two studies were conducted which demonstrate that a consumer's curiosity toward a social network post is influenced by the group membership of the individual who created the post. In turn, curiosity leads to more positive attitudes toward the experience described or represented in the post, which leads to higher intentions to undertake that experience. Additionally, consumer susceptibility to interpersonal influence is found to moderate the relationship between group membership and curiosity. If susceptibility to interpersonal influence is strong enough, content posted by a dissociative group member can also arouse curiosity and positively influence attitudes and behavioral intentions.

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Section: Group Influence and Social Networkmentioning

confidence: 99%

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Thomas

Vinuales

2017

Psychology and Marketing

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“…Similarly, building on research in the social gaming field could allow instructors to better build community. Ordovás de Almeida et al (2014) discuss the importance of participant diversity and expressive feedback in online communities, and Voulgari, Komis, and Sampson (2014) explore learning in Massively Multiplayer Online Games, a technology that has been on the fringes of education research for some time. All of these innovations will need further research within the scope of online education to determine the impact on learning, but it is clear that the field will continue to change in the search for strategies to build stronger community and engagement.…”

Section: Discussionmentioning

confidence: 99%

How Do You Build Community and Foster Engagement in Online Courses?

Dolan

Kain

Reilly

et al. 2017

New Drctns for Teach & Learn

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“…While the members share a common interest, they originate from different geographical areas with different cultures and customs. Thus, companies that use OCs for their communication purposes face not only challenges to address simultaneously the global communication medium and its peculiarities (Zhou, 2011), but also local constituencies with an inherent diversity in order to create the desired corporate impression (Seraj, 2012;de Almeida et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Localization of computer-mediated communication and corporate impression on online communities

Willi

Nguyen

Melewar

et al. 2019

INTR

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Purpose The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs. Design/methodology/approach A sequential multi-method approach is adopted with both qualitative and quantitative investigations. Using Structural equation modeling, the research refines and validates the measurement scales of impression formation in OCs. Findings Findings reveal that comprehensive messages have a direct effect on the impressions that an OC member forms. In particular, social context cues are an important predictor of online community corporate impression (OCCIP). Source credibility, affiliation, characteristics and interpersonal communication are all critical to OCCIP, which in turn, influence members’ attitudes toward the company and the intention to use it again. Surprisingly, relevance, timeliness, accuracy and perceived similarity did not have any significant effect on the corporate impression. Originality/value Three contributions are offered: First, the study provides reliable scales for measuring OCCIP. Second, support is given to the conceptual model that links OCCIP to a set of consequences, namely, attitudes toward the company, intention to use the company, and word-of-mouth. Finally, the study is conducted across two different and unique types of OC contexts, stipulating further insights into the localization of OCs.

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The Mixed Effects of Participant Diversity and Expressive Freedom in Online Peer-to-Peer Problem Solving Communities

Cited by 34 publications

References 52 publications

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

Understanding the role of social influence in piquing curiosity and influencing attitudes and behaviors in a social network environment

How Do You Build Community and Foster Engagement in Online Courses?

Localization of computer-mediated communication and corporate impression on online communities

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