This research explores how attachment to subgroups within larger online communities affects user loyalty. It distinguishes between bond-based attachment (connections to individual members) and identity-based attachment (connections to the group as a whole), showing through two experiments that both types of attachment can enhance loyalty to the larger community. The studies found that active communication within subgroups boosts attachment more than mere awareness of other members. By altering the structure of communication (dyadic versus group-wide), the research reveals different causes for bond- and identity-based attachments but finds no significant difference in their consequences on loyalty. The similarity in outcomes for both types of attachment is discussed, considering theoretical and methodological perspectives.
-
Tausczik, Yla R., Laura A. Dabbish, and Robert E. Kraut. "Building loyalty to online communities through bond and identity-based attachment to sub-groups." Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing. 2014.
-
Members
- Voyage
- GazzaGarratt
- rainx
- Adriano Faria
- opentype
- Dilip
- Nathan Explosion
- YourSharona
- JoelR
- DawPi
- Live Games
- bernhara
- Kentraiyle Robinson
- IC Essentials
- Myr
- Chris Anderson
- Como
- Brian
- MichaelR
- Edward Ellas
- Square Wheels
- IPS THEME
- aXenDev
- PrettyPixels
- Analog
- Denis Dyack
- A Zayed
- Labis
- DursunKaptan
- V0RT3X
- MissB
- TheLlamaman
- Andy Y
- envy
- eivindsimensen
- JoeyM
- aLEX49566
- adik
- Codepixel
- alsl sndnxnx
- burnyourfeelings
- N700
- isvans
- Marius
- Matt
- terabyte
- Thomas Taschler
- Surpac
- JoshB
- Ioannis D
- abobader
- ReyDev
- Richard Arch
- bdmusic 24
- Majster87
- TomCat
- Paul
- Pmw
- Torgeir Rui
- Kammer et
- Nicolas PC
- XwReK
- Claudia999
- Kirill Gromov
- Synergy
- bing11
- Marvin Moore
- ArashDev
- onlyME
- ali hagi
- StevenM
- NewVicious
- lukash
- TracyIsland
- Andhrafriends Admin
- Daffy
- hyprem
- GuitarGathering
- Tripp
- Askancy
- MLK
- Jelly Belly
- eveneme eveneme
- Nomad
- Morphe
- lordi
- shahed
- John Horton
- PayMap
- Serval
- Nomer3
- Dennis Maidon
- Zennuie
- COSMIN
- wulfx01
- Matthew Hawley
- Verto
- George Anderssen
- Toby
- Cheryl