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Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation, Inc. 2022 May;57(2):198-211. doi: 10.1177/10949968221076144 Q16.82024

Buddies as In-Group Influencers in Online Support Groups: A Social Network Analysis of Processes and Outcomes

线上支持小组中熟人对群体内个体的影响:社会网络分析视角下的过程及结果研究 翻译改进

Ali Esmaeeli  1, Cornelia Connie Pechmann  1, Judith J Prochaska  2

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  • 1 University of California Irvine, USA.
  • 2 Stanford University, USA.
  • DOI: 10.1177/10949968221076144 PMID: 35656556

    摘要 Ai翻译

    Buddies, serving as in-group influencers to aid demographically similar cobuddies, are extensively used in face-to-face support groups to enhance positive social influence. The authors examine the efficacy of buddies in online support groups and investigate underlying mediating processes using social network analysis. They observe what happens when members of support groups for quitting smoking, including members who are relatively active and less active in the group, after a few days are called on to be buddies and assigned to specific cobuddies. The findings indicate that, consistent with normative expectations for buddies, members form especially strong ties with their designated cobuddies. The more active buddies are in the group, the stronger the ties they form with their cobuddies and, in turn, their cobuddies form stronger ties with group members overall, which then relates to cobuddy goal attainment. The findings suggest that interactive marketers should consider using buddies in online support groups but observe activity levels before making buddy assignments, because positive outcomes are contingent on buddies being active in the group. Marketers should also ensure that online support group members post to everyone, not just their buddies, because ties formed among group members as a whole are crucial for goal attainment.

    Keywords: health goal attainment; in-group influence; online support group; quitting smoking; social influence; social network analysis; tie strength.

    Keywords:buddies as influencers; online support groups; social network analysis

    Copyright © Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation, Inc. 中文内容为AI机器翻译,仅供参考!

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    期刊名:Journal of interactive marketing

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    ISSN:1094-9968

    e-ISSN:1520-6653

    IF/分区:6.8/Q1

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