Social Network Structures and the Internet: Collective Dynamics in Virtual Communities

by Dongyoung Sohn

Table of Contents

List of Tables

List of Figures

Foreword

Preface

Executive Summary


Introduction

Virtual Communities and Communication Dilemma


Chapter 1: Social Dimension of Interactive Media

The Current Status of Interactive Advertising Research

Medium-In-Interaction: A Sociological Turn

Bridging Interpersonal and Mass-Mediated Dimensions

Media Evolution and Changing Communication Environment

Network, Communication, and the Flow of Market Information


Chapter 2: Group Information Exchange and Communication Dilemma

Social Exchange and Diffusion of Information

Narrow Rationality and Social Dilemma

Communication Dilemmas in a Virtual Community

From Group to Network: A Structural Solution


Chapter 3: Hypotheses

The Effects of Structural Change

The Effects of Group Size

Social Value Orientation

Formation of Group Identity


Chapter 4: Methodology

Pretest 1

Pretest 2

Main Experiment


Chapter 5: Results


Chapter 6: Discussion


Chapter 7: Implications and Conclusion

Theoretical Implications

Limitations and Issues for Future Research

Managerial Implications

Conclusion


Appendices

List of Abbreviations

References

Index


 

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