Economics at your fingertips  

Weight Loss Through Virtual Support Communities: A Role for Identity-based Motivation in Public Commitment

Tonya Williams Bradford, Sonya A. Grier and Geraldine Rosa Henderson

Journal of Interactive Marketing, 2017, vol. 40, issue C, 9-23

Abstract: Individuals increasingly participate in virtual support communities (VSCs) where they conduct numerous aspects of their lives with others whom they may never encounter in person, and they interact within these communities to attain various goals. Research finds that individuals are more likely to achieve success with such goals when they make a public commitment to achieving them. Through our netnographic inquiry, we extend prior theorizing of VSC with an explanation of how public commitment manifests in VSC in support of goal attainment. More specifically, we find these online communities make salient a context relevant social identity which motivates behaviors that facilitate compliance to the public commitment, and hence, more effective goal pursuit. In addition, we create a typology of member roles within these VSC that further influence public commitment. Our findings contribute to theories of VSC and public commitment.

Keywords: Virtual communities; Virtual support communities; Public commitment; Identity-based motivation; Social identity; Weight loss (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2018-05-05
Handle: RePEc:eee:joinma:v:40:y:2017:i:c:p:9-23