دانلود رایگان مقاله انگلیسی مکانیسم انباشت ارتباطات تعامل اجتماعی میان رهبران عقیده در جوامع مجازی - الزویر 2018

abstract

Considering both personal and social perspectives, self-identity and reciprocity were analyzed to identify the underlying mechanisms used by opinion leaders to accumulate their social interaction ties in virtual communities. As a key factor in maintaining the operation of virtual communities, knowledge contribution is employed in our route model. An online survey conducted in several different virtual communities, yielded 666 useable responses. The research findings indicate that opinion leaders accumulate their social interaction ties through different routes such as self-identity, knowledge contribution, and reciprocity. We also observe that both knowledge contribution and reciprocity have a mediating effect on the relation between opinion leader status and social interaction ties. In addition, knowledge contribution has a mediating effect on the relationship between self-identity and social interaction ties; and on the relationship between reciprocity and social interaction ties. The indications and implications of our findings, as well as the limitations of our study, are discussed.

8. Conclusions

This paper discussed and identified the accumulation mechanism of opinion leaders' social interaction ties in virtual communities from both personal and social perspectives. Our results show that knowledge contribution is an important factor for opinion leaders to accumulate their social interaction ties in VCs. Knowledge contribution is another important factor as it not only mediates the relationship between POLS and social interaction ties, but also influences opinion leaders' social interaction ties through self-identity and reciprocity. Besides, reciprocity played an important mediating role between POLS and social interaction ties, but self-identity did not.