Just small talk? The impact of interpersonal interaction in virtual web communities on new-product adoption
by Achim Botzenhardt; Daniel Heinrich; Colin Campbell
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 8, No. 2, 2013

Abstract: While marketers have largely recognised website design and its value, interaction mechanisms are widely underexplored features of virtual communities. We argue that not only the presence of interpersonal interaction - but also its type - play key roles in how consumers experience virtual communities. In our study, we demonstrate a main effect of interpersonal interaction on relevant variables of consumers' willingness to adopt a new product introduced in the virtual community. Moreover, we analyse the role different actors can play. Our findings reveal the importance of company-representing experts in such virtual environments, shedding light on a new tool for marketers to further benefit from web communities.

Online publication date: Sat, 12-Jul-2014

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