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It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data from a web survey of 456 users of online travel communities affirm the scale\u2019s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users\u2019 perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-03-2018-0098","type":"journal-article","created":{"date-parts":[[2018,9,21]],"date-time":"2018-09-21T12:08:58Z","timestamp":1537531738000},"page":"397-411","source":"Crossref","is-referenced-by-count":47,"title":["Reciprocity and commitment in online travel communities"],"prefix":"10.1108","volume":"119","author":[{"given":"Daniel","family":"Belanche","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Luis V.","family":"Casal\u00f3","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7118-9013","authenticated-orcid":false,"given":"Carlos","family":"Flavi\u00e1n","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Miguel","family":"Guinal\u00edu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020092416090630900_ref001","first-page":"411","article-title":"Norm of reciprocity\u2013antecedent of trustworthiness in social media","year":"2016"},{"issue":"3","key":"key2020092416090630900_ref002","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1509\/jmkg.69.3.19.66363","article-title":"The social influence of brand community: evidence from European car clubs","volume":"69","year":"2005","journal-title":"Journal of Marketing"},{"key":"key2020092416090630900_ref003","first-page":"524","article-title":"Exchange-based incentive mechanisms for peer-to-peer file sharing","year":"2004"},{"issue":"7","key":"key2020092416090630900_ref004","doi-asserted-by":"crossref","first-page":"1099","DOI":"10.1287\/mnsc.1060.0545","article-title":"Open source software user communities: a study of participation in Linux user groups","volume":"52","year":"2006","journal-title":"Management Science"},{"issue":"3","key":"key2020092416090630900_ref005","doi-asserted-by":"crossref","first-page":"421","DOI":"10.2307\/2393203","article-title":"Construct validity in organizational research","volume":"36","year":"1991","journal-title":"Administrative Science Quarterly"},{"issue":"2","key":"key2020092416090630900_ref006","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1177\/109467050032005","article-title":"Word-of-mouth processes within a services purchase decision context","volume":"3","year":"2000","journal-title":"Journal of Service Research"},{"issue":"7","key":"key2020092416090630900_ref007","doi-asserted-by":"crossref","first-page":"961","DOI":"10.1016\/j.tele.2017.04.006","article-title":"User adaptation to interactive advertising formats: the effect of previous exposure, habit and time urgency on ad skipping behaviors","volume":"34","year":"2017","journal-title":"Telematics & Informatics"},{"issue":"4","key":"key2020092416090630900_ref008","doi-asserted-by":"crossref","first-page":"321","DOI":"10.1504\/IJEMR.2010.036880","article-title":"Online social networks in the travel sector","volume":"3","year":"2010","journal-title":"International Journal of Electronic Marketing and Retailing"},{"issue":"3","key":"key2020092416090630900_ref009","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1108\/IJCHM-11-2012-0220","article-title":"Generation Y\u2019s dining information seeking and sharing behavior on social networking sites: an exploratory study","volume":"26","year":"2014","journal-title":"International Journal of Contemporary Hospitality Management"},{"key":"key2020092416090630900_ref010","volume-title":"Power and Exchange in Social Life","year":"1964"},{"issue":"3","key":"key2020092416090630900_ref011","doi-asserted-by":"crossref","first-page":"232","DOI":"10.1037\/h0027039","article-title":"Some effects of guilt on compliance","volume":"11","year":"1969","journal-title":"Journal of Personality and Social Psychology"},{"key":"key2020092416090630900_ref012","unstructured":"Casal\u00f3, L.V. 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