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The purpose of this paper is to investigate the factors that lead to VC participation and promotion from a social influence perspective.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This research recruited 368 VC (i.e., Fashion Guide) members in Taiwan and used structural equation model to test research hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results showed that both shared vision and language positively influenced norm of reciprocity and social identity, respectively. Norm of reciprocity and social identity influenced VC participation intentions, and subsequently resulted in VC promotion intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Prior studies neglect investigating the relationships between the three social influence processes (internalization, compliance and identification). This study contributes to the literature by proposing that internalization affects VC participation and promotion via compliance and identification.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-10-2017-0477","type":"journal-article","created":{"date-parts":[[2018,8,7]],"date-time":"2018-08-07T07:29:59Z","timestamp":1533626999000},"page":"1229-1250","source":"Crossref","is-referenced-by-count":23,"title":["Investigating virtual community participation and promotion from a social influence perspective"],"prefix":"10.1108","volume":"118","author":[{"given":"Li-Chun","family":"Hsu","sequence":"first","affiliation":[]},{"given":"Kai-Yu","family":"Wang","sequence":"additional","affiliation":[]},{"given":"Wen-Hai","family":"Chih","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2018,8,7]]},"reference":[{"key":"key2021041507213872300_ref001","unstructured":"Adweek (2010a), \u201c5 social media implications for brands in 2010\u201d, Adweek, December 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