The mixed effects of participant diversity and expressive freedom in online peer-to-peer problem solving communities

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dc.contributor.authorDE ALMEIDA S. O.
dc.contributor.authorDHOLAKIA, U. M.
dc.contributor.authorHERNANDEZ, J. M. C.
dc.contributor.authorMAZZON, J. A.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-0704-0035
dc.date.accessioned2022-01-12T22:01:03Z
dc.date.available2022-01-12T22:01:03Z
dc.date.issued2014-08-05
dc.description.abstractOnline peer-to-peer problem solving (P3) communities provide a cost-effective and reliable means of delivering education and service support to customers of complex, frequently evolving products. Through a multi-disciplinary conceptual framework, we examine the roles of diversity perceptions and expressive freedom in affecting learning and social identification of online P3 community participants, and in turn, their effects on the participants' relationship with, and future intentions towards the brand. We test our hypotheses via a structural equation model with survey data obtained from 555 active members of the two largest XBOX online P3 communities in Brazil. Our results reveal that greater perceived diversity facilitates learning but hinders social identification, whereas expressive freedom has positive effects on learning, but no effect on social identification. Social identification fully mediates the effects of the antecedents on outcomes. We also discuss the theoretical contributions and the managerial implications of our findings, and suggest opportunities for future research. © 2014.
dc.description.firstpage196
dc.description.issuenumber3
dc.description.lastpage209
dc.description.volume28
dc.identifier.citationDE ALMEIDA S. O.; DHOLAKIA, U. M.; HERNANDEZ, J. M. C.; MAZZON, J. A. The mixed effects of participant diversity and expressive freedom in online peer-to-peer problem solving communities. Journal of Interactive Marketing, v. 28, n. 3, p. 196-209, Aug. 2014.
dc.identifier.doi10.1016/j.intmar.2014.02.003
dc.identifier.issn1520-6653
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/4042
dc.relation.ispartofJournal of Interactive Marketing
dc.rightsAcesso Restrito
dc.subject.otherlanguageCustomer education
dc.subject.otherlanguageFreedom of expression
dc.subject.otherlanguageKnowledge management
dc.subject.otherlanguageOnline community
dc.subject.otherlanguagePeer-to-peer problem solving community
dc.subject.otherlanguageService support
dc.subject.otherlanguageSocial identity
dc.titleThe mixed effects of participant diversity and expressive freedom in online peer-to-peer problem solving communities
dc.typeArtigo
fei.scopus.citations37
fei.scopus.eid2-s2.0-84905717793
fei.scopus.updated2023-12-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84905717793&origin=inward
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