Just small talk? The impact of interpersonal interaction in virtual web communities on new-product adoption. (1st January 2013)

• Record Type: Journal Article
• Authors: Botzenhardt, Achim; Heinrich, Daniel; Campbell, Colin
• Is Part Of: International journal of internet marketing and advertising. Volume 8:Number 2(2013)
• Page Start: 86
• Page End: 101
• Publication Date: 2013-01-01
• Subjects: interpersonal interaction -- virtual web communities -- user interaction -- expert interaction -- consumer behaviour -- product innovations -- new-product adoption -- experimental study; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

While marketers have largely recognised website design and its value, interaction mechanisms are widely underexplored features of virtual communities. We argue that not only the presence of interpersonal interaction – but also its type – play key roles in how consumers experience virtual communities. In our study, we demonstrate a main effect of interpersonal interaction on relevant variables of consumers' willingness to adopt a new product introduced in the virtual community. Moreover, we analyse the role different actors can play. Our findings reveal the importance of company-representing experts in such virtual environments, shedding light on a new tool for marketers to further benefit from web communities.