Social Capital Production in a Virtual P3 Community

C. Mathwick, C. Wiertz, J.C. de Ruyter

Research output: Contribution to journalArticleAcademicpeer-review

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.
Original languageEnglish
Pages (from-to)832-849
JournalJournal of Consumer Research
Volume34
Issue number6
DOIs
Publication statusPublished - 1 Jan 2008

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