Are You Connected ? Portrait of the Virtual Connector in Online Cultural Communities

This study provides an exhaustive profile of virtual connectors. According to the literature, some people have many friends and contacts in different environments. These people play an influential role with their friends; they are known as ‘connectors’. This article investigates connectors in virtual artistic communities. Using information from a database of 32,254 Internet users, this study profiles virtual connectors according to socio-demographic variables and demonstrates that virtual connectors account for approximately 12% of Internet users who subscribe to a mailing list. In addition, virtual connectors are generally opinion leaders, mavens and have a greater propensity to be innovators.


Anik St-Onge and Jacques Nantel (2007) ,"Are You Connected ? Portrait of the Virtual Connector in Online Cultural Communities", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 511-512.


Anik St-Onge, HEC Montreal, Canada
Jacques Nantel, HEC Montreal, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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