We report a two-stage field experiment that investigates the impact of online community members’ independent and interdependent self-construal upon community engagement. The context for the experiment is the online film community FilmDoo.com Stage 1 explores whether an appeal based on independent self-construal performs better than an appeal based on interdependent self-construal at motivating community members to vote for FilmDoo management to negotiate rights to host a particular movie. Stage 2 explores whether members’ voting behaviors predict purchase.
|Name||ANZMAC Conference Proceedings|
|Publisher||Australian and New Zealand Marketing Academy|
|Conference||Australian and New Zealand Marketing Academy Conference (2017)|
|Period||4/12/17 → 6/12/17|
- video-on-demand (VOD)