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Integrating social presence theory and social identity theory, this study brings system design and social influence aspects together to explain their joint effects on knowledge contribution in virtual communities (VCs). Different from most prior information systems (IS) research that adopts a uni-dimensional approach and restricts social presence to be the subjective nature of media, we developed and empirically tested a model explaining the effects of multi-dimensional social presence on social identification processes and knowledge contribution. An online survey was conducted with four different VCs of interest. The results showed the difference in relative contribution of social presence dimensions on social identity as well as knowledge contribution. Both practical and theoretical implications are discussed. (Contains 5 tables, 2 figures and 2 notes.)

A great challenge for luxury marketers is how to harness Internet’s incredible influence on customers while still maintaining and adhering to the customer-based brand equity (CBE) of luxury brands. This study aims to investigate the effect of website design on the CBE of luxury brands. Integrating the research on aesthetic design and luxury branding, we develop and empirically validate a research model, specifying that two aesthetic design dimensions (aesthetic formality and aesthetic appeal) can stimulate a strong sense of luxury, which in turn leads to a positive evaluation of CBE. Furthermore, the effect of aesthetic design on the sense of luxury is contingent upon brand familiarity prior to the exposure of a luxury brand website. The research model is validated with a survey study involving 201 participants. The paper includes implications for website design to deliver online brand experience and develop CBE with specific online consumer groups. As an early attempt to examine the website design effect on online branding experience and brand equity, this study contributes to both literature of website aesthetics and online luxury branding. [ABSTRACT FROM PUBLISHER]

We investigated how virtual community (VC) design, both technical and social decisions adopted by VC management teams, might affect the development of members’ identification with the VC. Adopting a comparison approach developed in studying formal organisational identification, we develop the research model explaining the effects of VC design on VC identification. A survey study involving 412 members from seven VCs revealed that identified VC design factors (community presentation and community empowerment) have significant impacts on identification by making the perceived VC identities attractive. We concluded with a discussion of the key managerial and research implications of our findings. [ABSTRACT FROM AUTHOR]