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Social Capital Production in a Virtual P3 Community

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Author Info

  • Charla Mathwick
  • Caroline Wiertz
  • Ko de Ruyter

Abstract

The purpose of this study is to examine the relational norms that determine social capital-an intangible resource embedded in and accumulated through a specific social structure. The social structure examined in this study is a virtual community created through text-based conversations oriented toward peer-to-peer problem solving (P3). Empirical results support the conceptualization of social capital as an index composed of the normative influences of voluntarism, reciprocity, and social trust. Membership length was found to moderate the virtual P3 community experience. Qualitative analysis of the community dialogue provides additional support for the characterization of virtual P3 activity as community based. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/523291
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Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 34 (2008)
Issue (Month): 6 (November)
Pages: 832-849

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Handle: RePEc:ucp:jconrs:v:34:y:2008:i:6:p:832-849

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Web page: http://www.journals.uchicago.edu/JCR/

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Cited by:
  1. Chan, Kimmy Wa & Li, Stella Yiyan, 2010. "Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1033-1040, September.
  2. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
  3. Zhou, Zhimin & Zhang, Qiyuan & Su, Chenting & Zhou, Nan, 2012. "How do brand communities generate brand relationships? Intermediate mechanisms," Journal of Business Research, Elsevier, vol. 65(7), pages 890-895.
  4. Harmsen - van Hout, Marjolein J.W. & Herings, P. Jean-Jacques & Dellaert, Benedict G.C., 2010. "Communication Network Formation with Link Specificity and Value Transferability," FCN Working Papers 15/2010, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN), revised Mar 2011.
  5. Füller, Johann & Schroll, Roland & von Hippel, Eric, 2013. "User generated brands and their contribution to the diffusion of user innovations," Research Policy, Elsevier, vol. 42(6), pages 1197-1209.
  6. Claro, Priscila B de O & Laban, Silvio Abrahao Neto, 2011. "Word of Mouth Behavior and Online Activity: A Study of On/Off Line Communication Strategy and Online Business," Insper Working Papers wpe_263, Insper Working Paper, Insper Instituto de Ensino e Pesquisa.
  7. Leal, Gabriela Pasinato Alves & Hor-Meyll, Luis Fernando & de Paula Pessôa, Luís Alexandre Grubits, 2014. "Influence of virtual communities in purchasing decisions: The participants' perspective," Journal of Business Research, Elsevier, vol. 67(5), pages 882-890.
  8. Michael Haenlein, 2011. "A social network analysis of customer-level revenue distribution," Marketing Letters, Springer, vol. 22(1), pages 15-29, March.
  9. Markus Goebel & Rick Vogel & Christiana Weber, 2013. "Management Research on Reciprocity: A Review of the Literature," BuR - Business Research, German Academic Association for Business Research, vol. 6(1), pages 34-53, May.
  10. Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
  11. Zhou, Zhimin & Wu, Jane Peihsun & Zhang, Qiyuan & Xu, Shen, 2013. "Transforming visitors into members in online brand communities: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2438-2443.

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