Tag Archives: Online communities

Walther (1997) suggests that we can understand much of online community behaviour by referencing the ‘anticipated future interaction’ of participants (Kozinets, 2010)

If participants believe that their interaction is going to be limited and will not result in future interactions, then their relations tend to be more task-oriented. If, however, a future interaction is anticipated, participants will act in a friendlier way, be more cooperative, self-disclose, and generally engage in socially positive communications.


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