A social influence model of consumer participation in network- and small-group-based virtual communities

International Journal of Research in Marketing - Tập 21 Số 3 - Trang 241-263 - 2004
Utpal M. Dholakia1, Richard P. Bagozzi1, Lisa Klein Pearo2
1Rice University, Jesse H. Jones Graduate School of Management, 6100 Main Street, 314 Herring Hall-MS 531, Houston, TX 77005, USA
2Cornell University, Cornell School of Hotel Administration, Ithaca, NY 14853, USA

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