Zhang, Wei, and Stephanie A. Watts. "Capitalizing on content: Information adoption in two online communities." Journal of the association for information systems 9.2 (2008): 73-94.

This study applies the Heuristic-Systematic Model to examine how members of online communities utilize the rich content generated from message exchanges. It suggests that the impact of message content and heuristic cues on the validity assessment process is influenced by the consistency of new information with existing knowledge and the degree of active information seeking for specific needs. The findings, supported by survey data from two online communities, indicate that information processing within these communities is highly contextual. The study opens avenues for future research and suggests ways online communities can enhance information sharing.