Abstract
This research explores how two types of status presentation (points vs. titles) affect participation intentions and community connectedness in an online community. A pilot study shows that titles motivate users to participate more than points in a real online community. Study 1 shows that titles generate greater participation intentions than points, mediated by community connectedness. Role clarity drives the impact of community connectedness on participation intentions. Study 2 examines how the virtuality of the community (i.e., online vs. online + in-person) influences the positive effect of title-based status presentation on participation intentions. Study 3 tests whether user engagement can influence the relationship between status presentation and participation intentions.
| Original language | English |
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| Publication status | Published - 1 Dec 2014 |
| Event | Australian & New Zealand Marketing Academy Conference - Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014 https://eprints.qut.edu.au/82093/1/1423706904ANZMAC%202014%20Proceedings.compressed.pdf |
Conference
| Conference | Australian & New Zealand Marketing Academy Conference |
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| Country/Territory | Australia |
| City | Brisbane |
| Period | 1/12/14 → 3/12/14 |
| Internet address |
Bibliographical note
Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).Research Keywords
- status
- online community