6533b833fe1ef96bd129c06c

RESEARCH PRODUCT

Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness

Pilar Pérez-ruizDaniela BuzovaSilvia Sanz-blas

subject

Knowledge managementEmbeddednessbusiness.industry020209 energymedia_common.quotation_subject05 social sciencesParasocial interactionContext (language use)02 engineering and technologyManagement of Technology and Innovation0502 economics and business0202 electrical engineering electronic engineering information engineeringOpenness to experienceConceptual modelMedia system dependency theorySociologyBusiness and International ManagementbusinessSocial community050203 business & managementApplied PsychologySocial capitalmedia_common

description

Abstract This research explores the creation of relational worth in an online social community through the lens of social capital theory. Virtual structural embeddedness and relational embeddedness as dimensions of social capital are assessed through the concepts of media dependency and parasocial interaction. Both constructs are regarded as antecedents of relational worth in online social communities, which develops through their users’ self-connection to the community. To test the proposed conceptual model an analysis was undertaken of data from 370 personal interviews with online social community users. The results showed that structural and relational embeddedness are both associated with the development of online social community self-connection; and that in turn, community self-connection helps create relational worth, which is comprised of community openness and advocacy. The research contributes to the improved understanding of the formation of social capital in an online social community and addresses the under-researched role of members’ self-connection in generating relational worth in a virtual context.

yearjournalcountryeditionlanguage
2021-01-01Technological Forecasting and Social Change
https://doi.org/10.1016/j.techfore.2020.120350