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Cited by 483

The DOI matches its Crossref record; 22 of the 22 references it cites were found in a registry or an index.

Cultivating Trust and Harvesting Value in Virtual Communities

Porter, Constance Elise, Donthu, Naveen·2008·Management Science
DOI 10.1287/mnsc.1070.0765
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Abstract

Although previous scholars have examined the value of virtual communities to customers, in this study we investigate the role of a firm's efforts in cultivating trust and harvesting value for themselves via the virtual communities that they sponsor. We hypothesize that the perceptions of a firm's efforts to provide quality content, to foster member embeddedness, and to encourage interaction foster favorable customer beliefs about and trust in a virtual community sponsor. Further, we hypothesize that trust motivates customers to behave relationally toward the sponsoring firm by sharing information with, coproducing new products with, and granting loyalty to, the sponsoring firm. Data from 663 customers are analyzed using structural equation modeling techniques. We find that efforts to provide quality content and foster member embeddedness have positive effects on customer beliefs about the sponsor. In fact, fostering member embeddedness has a stronger explanatory effect on customer beliefs than does providing quality content. However, despite the fact that previous studies show that customers value interaction in virtual communities, our findings suggest that firms must do more than encourage interaction among their community members if they hope to create value from their virtual communities.

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Metadata

Authors
Porter, C. E., & Donthu, N.
Venue
Management Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
2008-01
Volume
54
Issue
1
Pages
113-128
ISSN
  • 0025-1909 (ISSN-L)
  • 1526-5501
DOI
10.1287/mnsc.1070.0765
OpenAlex
W2082769179
Cited by
483
References
22
FWCI
61.56
Type
journal article
Language
en
Open access
closed

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