University of Sussex
Browse
GOSIP in cyberspace Accepted version.pdf (315.7 kB)

GOSIP in cyberspace: conceptualization and scale development for general online social interaction propensity

Download (315.7 kB)
journal contribution
posted on 2023-06-09, 06:46 authored by Vera Blazevic, Caroline Wiertz, June Cotte, Ko de Ruyter, Debbie KeelingDebbie Keeling
The 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 Marketing

ISSN

1094-9968

Publisher

Elsevier

Issue

2

Volume

28

Page range

87-100

Department affiliated with

  • Business and Management Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2017-06-19

First Open Access (FOA) Date

2017-06-19

First Compliant Deposit (FCD) Date

2017-06-16

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC