Etiquetas
Tengo el placer de anunciar la publicación del trabajo titulado “New members’ integration: Key factor of success in online travel communities” realizado junto a mis compañeros, los profesores Flavián y Casaló y en el que analizamos el concepto de integración en las comunidades virtuales, esto es, el grado en el que un individuo se siente parte del grupo, un aspecto crucial en el éxito de la mayor parte de redes sociales.
Abstract:
Helping new members acculturate into online communities is crucial to developing successful and sustainable communities, but the process remains unexplored. To address this topic, this paper analyses antecedents and consequences of member’s integration into online travel communities. Results show perceived similarity and reciprocity affect integration. Both integration and satisfaction with the community influence community participation. Finally, perceived reciprocity positively affects both satisfaction and intention to participate in the community. These findings suggest interesting implications for online travel community management.
