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Social Capital Production in a Virtual P3 Community

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  • 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..

Suggested Citation

  • Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 832-849, November.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:832-849
    DOI: 10.1086/523291
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