LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

CREATE AN ACCOUNT

Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Publisher: Wiley-Liss Inc.
Languages: English
Types: Article
Subjects: HD28, BF, HT
Identifiers:doi:10.1002/mar.20782
Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice-theoretical lens to conceptualize the consumptive moments of online community practices and explores how they shape different value outcomes. Building on a mixed-method investigation through two studies within an online gardening community, findings reveal two specific consumptive moments, direct and vicarious, and their differential role in the creation of community engagement and vitality. These findings suggest that lurking is not adequately described as a unidimensional construct, but is best understood as vicarious consumptive moments of specific online community practices with distinctive value outcomes. Implications for research on online consumption community are discussed.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Davison, A.C., & Hinkley, D.V. (1997). Bootstrap methods and their application. Cambridge: Cambridge University Press.
    • Deighton, J. (1992). The consumption of performance. Journal of Consumer Research, 19(3), 362-372.
    • Füller, J., Jawecki, G., & Mühlbacher, H. (2007). Innovation creation by online basketball communities. Journal of Business Research, 60(1), 60-71.
    • Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 19, 39-50.
    • Fournier, S. and Lee, S. (2009). Getting brand communities right. Harvard Business Review, April, 105-111.
    • Giddens, A. (1984). The constitution of society: Outline of a theory of structuration. Cambridge, UK: Polity Press.
    • Goulding, C., Shankar, A., & Elliott, R. (2001). Working weeks, rave weekends: Identity fragmentation and the emergence of new communities. Consumption, Markets and Culture, 5(4), 261-284.
    • Graeber, D. (2001).Toward an anthropological theory of value: The false coin of our own dreams. New York: Palgrave.
    • Gremler, D.D. (2004). The critical incident technique in service research. Journal of Service Research, 7, 65-89.
    • Grewal, R., Cote, J.A., & Baumgartner, H. (2004). Multi-collinearity and measurement error in structural equation models: Implications for theory testing. Marketing Science, 23(4), 519-529.
    • Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate data analysis. New Jersey: Pearson Prentice Hall.
    • Hair, J. F., Sarstedt, M., Ringle, C.M., & Mena, J.A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414-433.
    • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage.
    • Henseler, J., Ringle, C.M., & Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. In R.R. Sinkovics & P.N. Ghauri (Eds.) Advances in International Marketing 20 (pp. 277-320). Bingley: Emerald.
    • Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
    • Holt, D.B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1-16.
    • Jeppesen, L.B. & Frederiksen, L. (2006). Why do users contribute to firm-hosted user communities? The case of computer-controlled music instruments. Organization Science, 17(1), 45-63.
    • Kozinets, R.V. (1999). E-tribalized marketing? The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
    • Kozinets, R.V. (2001). Utopian enterprise: Articulating the meanings of star trek's culture of consumption. Journal of Consumer Research, 28(1), 67-88.
    • Kozinets, R.V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man. Journal of Consumer Research, 29 (1), 20-38.
    • Kozinets, R.V. (2010). Netnography: Doing ethnographic research online. London: Sage.
    • Lave, J. & Wenger, E. (1991). Situated learning: Legitimate peripheral participation. Cambridge: Cambridge University Press.
    • MacInnis, D.J. & Price, L.L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473-491.
    • Magaudda, P. (2011). When materiality 'bites back': Digital music consumption practices in the age of dematerialization. Journal of Consumer Culture, 11(1), 15-36.
    • Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual p3 community. Journal of Consumer Research, 34(6), 832-849.
    • Moran, E., Gossieaux, F., & McClure, J. (2009). 2009 Tribalization of Business Study. http://www.deloitte.com/us/2009tribalizationstudy.
    • Muñiz, A.M. & O'Guinn, T.C. (2001). Brand community. Journal of Consumer Research, 27 (4), 412-432.
    • Muñiz, A.M. & Schau, H.J. (2005). Religiosity in the abandoned apple newton brand community. Journal of Consumer Research, 31(4), 737-747.
    • Nielsen, J. (2006). Participation inequality: Encouraging more users to contribute. http://www.nngroup.com/articles/participation-inequality/
    • Nonnecke, B. & Preece, J. (2000). Lurker demographics: Counting the silent. Proceedings of CHI 2000, The Hague: ACM.
    • Price, L.L., Arnould, E.J., & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(2), 83-97.
    • Ramani, G. & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45.
    • Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal, 20, 49-65.
    • Reckwitz, A. (2002). Toward a theory of social practices. European Journal of Social Theory, 5(2), 243-263.
    • Ridings, C., Gefen, D., & Arinze, B. (2006). Psychological barriers: Lurker and poster motivation and behavior in online communities. Communications of AIS, 2006 (18), 329- 354.
    • Ringle, C.M., Wende, S., & Will, A. (2005). SmartPLS 2.0 (beta). http: www.smartpls.de Schatzki, T.R. (1996). Social practices: A Wittgensteinian approach to human activity and the social. Cambridge: Cambridge University Press.
    • Schatzki, T.R. (2001). Practice mind-ed orders. In T.R. Schatzki, K.K. Cetina, & E. von Savigny (Eds.), The practice turn in contemporary theory, (pp. 42-55). London: Routledge.
    • Schatzki, T.R. (2002). The site of the social: A philosophical account of the constitution of social life and change. University Park, PA: Pennsylvania State University Press.
    • Schau, H.J., Muñiz, A.M., & Arnould, E.J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
    • Schlosser, A.E. (2005). Posting versus lurking: Communicating in a multiple audience context. Journal of Consumer Research, 32 (September), 260-265.
    • Schouten, J.W. & McAlexander, J.H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61.
    • Simmel, G. (1971). The metropolis and mental life: On individuality and social forms. University of Chicago Press.
    • Simmel, G. (2004/1904). The Philosophy of Money. London and New York: Routledge.
    • Slater, D. (1997). Consumer culture and modernity. Cambridge: Polity Press.
    • Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: development and validation of a scale. Journal of Marketing Research, 46(1), 92-104.
    • Thévenot, L. (2001). Pragmatic regimes governing the engagement with the world. In T.R. Schatzki, K.K. Cetina, & E. von Savigny (Eds.), The practice turn in contemporary theory, (pp. 56-73). London: Routledge.
    • Thompson, C.J. (1997). Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers' consumption stories. Journal of Marketing Research, 34(4), 438-455.
    • Veblen, T. (1899/1994). The theory of the leisure class: An economic study of institutions. New York: Dover Thrift Editions.
    • Wang, L.C., Baker, J., Wagner, J.A., & Wakefield, K. (2007). Can a website be social? Journal of Marketing, 71 (July), 143-157.
    • Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture, 5(2), 131-153.
    • Watson, M. & Shove, E. (2008). Product, competence, project and practice: DIY and the dynamics of craft consumption. Journal of Consumer Culture, 8(1), 69-89.
    • Wenger, E. (1998). Communities of practice. New York: Cambridge University Press.
    • Wiertz, C. & De Ruyter, K. (2007). Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities. Organization Studies, 28(3), 347-376.
    • Woermann, N. (2012). On the slope is on the screen: Prosumption, social media practices, and scopic systems in the freeskiing subculture. American Behavioral Scientist, 56(4), 618- 640.
    • Wold, H. (1985). Partial least squares. In S. Kotz & N.L. Johnson (Eds.) Encyclopedia of statistical science (pp. 581-589). New York: Wiley.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article