Building loyalty to online communities through bond and identity-based attachment to sub-groups

CSCW, pp. 146-157, 2014.

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Keywords:
subgroups increase loyaltydifferent consequenceidentity attachmentdistinct causebond-based attachmentMore(8+)

Abstract:

Researchers and theorists have proposed that feelings of attachment to subgroups within a larger online community or site can increase users' loyalty to the site. They have identified two types of attachment, with distinct causes and consequences. With bond-based attachment, people feel connections to other group members, while with ident...More

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