148345 20250117145308.0 doi 10.1108/IMDS-03-2018-0098 sideral 108177 ART-2019-108177 eng Belanche, D. Universidad de Zaragoza (orcid)0000-0002-2291-1409 Reciprocity and commitment in online travel communities 2019 Access copy available to the general public Unrestricted Purpose: With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships. Design/methodology/approach: Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses. Findings: Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice. Practical implications: Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment. Originality/value: This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities. info:eu-repo/semantics/openAccess by-nc http://creativecommons.org/licenses/by-nc/3.0/es/ 3.329 2019 ENGINEERING, INDUSTRIAL 16 / 48 = 0.333 2019 Q2 T2 COMPUTER SCIENCE, INTERDISCIPLINARY APPLICATIONS 37 / 109 = 0.339 2019 Q2 T2 1.39 2019 Computer Science Applications 2019 Q1 Industrial and Manufacturing Engineering 2019 Q1 Strategy and Management 2019 Q1 Management Information Systems 2019 Q1 Industrial Relations 2019 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Casaló, L.V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Flavián, C. Universidad de Zaragoza (orcid)0000-0001-7118-9013 Guinalíu, M. Universidad de Zaragoza (orcid)0000-0002-1456-4726 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 119, 2 (2019), 397-411 Ind. manage. data syst. INDUSTRIAL MANAGEMENT & DATA SYSTEMS 0263-5577 182831 http://zaguan.unizar.es/record/148345/files/texto_completo.pdf Postprint 1531541 http://zaguan.unizar.es/record/148345/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148345 articulos driver 2025-01-17-14:44:56 ARTICLE