adaptation, 50

advergame, 22

altruistic motivation, 49–50

analysis of covariance (ANCOVA)

multivariate analysis of covariance (MANCOVA), 83

repeated-measures analysis of covariance, 83

behavioral costs, 47, 56, 80

between-subject factorial design, 71

blog

blog-ad, 23

collective behavior, 49, 54, 61

collective intention, 49

communication dilemma, 5–6, 35, 46–47, 52

communication technology, 3, 12, 31–32

company-to-consumer connection, 109

computer-mediated communication (CMC), 2

computer-mediated environment (CME), 2

computer-mediated social network, 4, 13, 19

consumer behavior, 109

consumer-to-company connection, 108

contribution efficacy, 54, 59–63, 65, 100

self-efficacy, 47

cooperation, 8, 44–47, 49–50, 53–56, 60–61, 63–69, 79, 91–93, 95–96, 98–99, 101

critical mass, 30–33, 99

decentralized, 5, 28, 32, 36

decomposed games measure, 78

deficient equilibrium, 42, 45

diffusion, 4, 7–8, 14, 23, 28–33, 36–40, 47, 53, 103–105

digital, 1, 22–23, 27

distribution of connections

centralized distribution, 107

random distribution, 107

dyad, 13, 19–20, 25, 39–40, 57, 110

triad, 39, 57

dynamics, 31–32, 106, 108

efficacy-effects hypothesis, 65, 92–93

electronic word of mouth (eWOM), 38, 41

emerge, 36, 49–50