Work

The Role of Status Seeking in Online Communities: Giving the Gift of Experience

Year: 2007

Type: article

Abstract: This article examines online gift giving in the form of opinion, information, and advice that individuals post on websites. Research has highlighted altruism and reciprocity as the key motives behind such gift giving. We argue that informational gift giving is also strongly driven by status and status seeking, and that status sentiments are more likely to sustain virtual communities. Using theories of status seeking and self-presentation, we investigate the ways in which consumers construct status in online consumer communities. The data reveal insights into the strategies behind constructing a digital status and the rise of online systems to promote celebrity status within online communities.

Source: Journal of Computer-Mediated Communication

DOI: 10.1111/j.1083-6101.2007.00332.x

Authors: Joseph Lampel, Ajay Bhalla

Institution: City, University of London

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2021536663

FWCI: 40.67

Cites: 56

Cited by: 419

Related to: 10