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Driving individuals’ citizenship behaviors in virtual communities through attachment

Driving individuals’ citizenship behaviors in virtual communities through attachment The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).Design/methodology/approachThe authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.FindingsThe results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.Originality/valueThis study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Driving individuals’ citizenship behaviors in virtual communities through attachment

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References (133)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-07-2017-0284
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).Design/methodology/approachThe authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.FindingsThe results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.Originality/valueThis study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

Journal

Internet ResearchEmerald Publishing

Published: Sep 2, 2019

Keywords: Social identity theory; Social support; Common bond attachment; Common identity attachment; Virtual community citizenship behaviours

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