Social Network Structures and the Internet: Collective Dynamics i ...

Based on the theoretical tradition, for example, Yamagishi and Cook (1993) and Molm (1994) asserted that there should be some structures of resource exchange, which motivate individuals to cooperate with others, while others leave them to free ride. In this line of thought, this study attempts to combine two key strategies—(1) privatization and (2) networking—to remove the structural deficiency underlying typical virtual communities. The primary objective of this research is to examine empirically how the varying structures of online information exchange influence the levels of consumers’ cooperation in a virtual group setting.

Chapter 1 provides a general background for illuminating the nature of the Internet as a networked environment. In this chapter, the current status of interactive advertising research is briefly reviewed, and the social dimensions of interactive media, which remain relatively unexplored, are illuminated. Particular emphasis is placed on discussing how the concept of “network” can be applied to understand the full potential of the Internet as an advertising medium, and to understand the impact of the networked communication environment on the patterns of information diffusion.

Chapter 2 attempts to bridge the two traditions of research—the studies of diffusion process and social exchange theories—to provide a theoretical perspective to illuminate the various issues arising from many-to-many information exchange situations in the CME. The chapter subsequently discusses in detail how an individual’s motivation can be in conflict or coordination with others in multiagent communication settings. Based on the literatures of game theory, social exchange, and collective action processes, the potential problems of organizing virtual groups or communities are delineated, and a structural solution for the problems is suggested.