20-G: Is It Safe to Spread the Word? Exploring the Impact of Psychological Safety in Virtual Communities on Consumer Choice

This study introduces the concept of psychological safety, as a facet of social contagion, in online networks. Specifically, it explores the impact of psychological safety on member participation level and subsequent influence on consumer choice. Academic and managerial implications of this study are discussed herein.



Citation:

André Escórcio Soares and Anvita Kumar (2017) ,"20-G: Is It Safe to Spread the Word? Exploring the Impact of Psychological Safety in Virtual Communities on Consumer Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1026-1026.

Authors

André Escórcio Soares, Coventry University, UK
Anvita Kumar, Coventry University, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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