声誉
平衡论
不确定度归约理论
同情
在线社区
在线和离线
社会化媒体
旅游
领域(数学)
广告
社会心理学
过程(计算)
虚拟社区
心理学
公共关系
营销
业务
互联网
社会学
政治学
计算机科学
万维网
社会科学
数学
纯数学
法学
操作系统
作者
Werner H. Kunz,Sukanya Seshadri
标识
DOI:10.1016/j.jbusres.2015.01.009
摘要
The growing trend of online travel communities connects travelers worldwide. This study addresses whether or not these relationships lead to offline interactions. The theoretical framework reflects cue utilization theory, social balance theory, and uncertainty reduction theory. A field experiment examines responses from 293 travel community members. Results show individual reputation, online communication, and perceived similarity among travelers play significant roles in offline relationships. Trust and sympathy among community members mediate this decision process. Study results offer several managerial implications and highlight the importance of vivid and complete participation profile in social media. Moreover, finding the right tone for effective communication in online communities is critical.
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