GOSIP in cyberspace Accepted version.pdf (315.7 kB)
GOSIP in cyberspace: conceptualization and scale development for general online social interaction propensity
journal contribution
posted on 2023-06-09, 06:46 authored by Vera Blazevic, Caroline Wiertz, June Cotte, Ko de Ruyter, Debbie KeelingDebbie KeelingThe interactive nature of the Internet has boosted online communication for both social and business purposes. However, individual consumers differ in their predisposition to interact online with others. Whereas an impressive stream of research has investigated media interactivity, the existence of individual differences in the use of different online media, that is, differences in general online social interaction propensity, has so far received less research attention. An individual’s predisposition to interact online affects many important consumer behaviors, such as online engagement and participation. Thus, in this paper, we propose and conceptualize general online social interaction propensity as a trait-based individual difference that captures the differences between consumers in their predisposition to interact with others in an online environment. Based on eight studies, we develop and validate a scale for measuring general online social interaction propensity and demonstrate its usefulness in understanding diversity in levels of engagement and in predicting online interaction behaviors.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Interactive MarketingISSN
1094-9968Publisher
ElsevierExternal DOI
Issue
2Volume
28Page range
87-100Department affiliated with
- Business and Management Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-19First Open Access (FOA) Date
2017-06-19First Compliant Deposit (FCD) Date
2017-06-16Usage metrics
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