Impact of Social Support on Social Loafing in Online Brand Community

Na LI, Xu-Yan WANG, Chu-Bing ZHANG


Members who behave social loafing are a special group of website users who regularly login to online communities. We construct a model of social support through community commitment affecting social loafing in online brand community, social support is composed of information support and emotional support. The conceptual framework not only can extend social loafing theory to the field of online brand community, but also can facilitate managers attracting participation of members.


Information support, Emotional support, Social loafing, Online brand community


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