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While stickiness shows a significant positive impact on an individual's perception and image of a rock band, visibility has a significant negative influence on the individual's level of enthusiasm for the band.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>Additional data and measures are required for in\u2010depth investigations of other cultural contexts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The study could be helpful for determining the influence of online forums on rock music diffusion and for planning innovative promotions and sales strategies for rock bands. Moreover the findings could be applicable to the marketing and promotion of other niche culture items.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study's originality lies in confirming the intermediating roles of the cognitive variables based on innovation diffusion theory between online forums' stickiness and appreciation of rock bands by using a mixed qualitative and quantitative approach and then by showing the opportunities and challenges provided by networking to rock music.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14684521111176471","type":"journal-article","created":{"date-parts":[[2011,10,1]],"date-time":"2011-10-01T07:34:37Z","timestamp":1317454477000},"page":"734-746","source":"Crossref","is-referenced-by-count":4,"title":["The role of Web 2.0 applications on niche culture diffusion"],"prefix":"10.1108","volume":"35","author":[{"given":"Nan","family":"Zhang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031320153837700_b1","doi-asserted-by":"crossref","unstructured":"Agarwal, R. and Prasad, J. 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