A review of the article by Dholakia & Bagozzi & Pearo

1. Community Management
Why participate...
How to manage...
Review | A social influence model of consumer participation in network- and small-group-based virtual communities
Dholakia & Bagozzi & Pearo
Friday, November 15, 13

2. virtual community
engage
online
personal goals
shared goals
small group based
network based
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meet
collaborate

3. background theories for participation
goal directed
behavior
&
social identity
goal oriented fashion
set of motivations
individual level
&
group level
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emotional
pyschological
evaluational

4. constructs for participation
social identity
group norms
mutual agreement
accommodation among group members
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5. individual motives
informational value
instrumental value
purposive value
maintaining interpersonal connectivity
social enhancement
entertainment value
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group
referent

6. social influences
compliance
identification
enhancement
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7. social influences & group norms
higher levels of value
perception
1
2
stronger social identity
3
stronger group norms
4
5
willingness to mutually
accommodate
mutual agreement
10
6
8
7
stronger desires to participate
9
higher levels of we-intentions
12
higher levels of participation
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11

8. small group vs. network based communities
small group based
network based
identification with a specific group
within the venue
identification with the online
venue itself
relatively specialized
broader content
members know each other
superficially associated members
often have commercial focus
not necessarily commercially focused
stronger interpersonal connectivity
and social enhancement
stronger purposive and self discovery
value perceptions
the impact of maintaining interpersonal
connectivity and social enhancement on
group norms and social identity
stronger
the impact of purposive and self
discovery values on group norms and
social identity stronger
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9. 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