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Social Capital Production in a Virtual P3 Community

Mathwick, C., Wiertz, C. and de Ruyter, K. (2008). Social Capital Production in a Virtual P3 Community. Journal of Consumer Research: An Interdisciplinary Quarterly, 34(6), pp. 832-849. doi: 10.1086/523291

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.

Publication Type: Article
Additional Information: Copyright, University of Chicago Press, 2008.
Publisher Keywords: Causal Modeling, Consumer Socialization, Group/Interpersonal Influences, Sociological Theories/Analysis, Text Interpretation
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HM Sociology
Departments: Cass Business School > Management
Related URLs:
URI: http://openaccess.city.ac.uk/id/eprint/5278
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