The Influence of Self-Concept Improvement on Member Loyalty to Online Communities: An Empirical Comparison between Social Networks and Virtual Worlds

Self-concept refers to an individual´s conscious reflection of personal qualities constructed in a social context, and is a potent influence on the individual´s social, psychological, and behavioral functioning. In this work we examine whether the use of online communities improves members´ self-concepts, thereby increasing the social value they gain from, and loyalty they feel towards, these communities. Furthermore, we investigate whether the influence of self-concept improvement on perceived social value varies across two contrasting computing platforms for online communities--social networks and virtual worlds. The results of an online survey of Face book and Second Life members support the positive influence of self-concept improvement on perceived social value and member loyalty, and the moderating effect of computing platforms on these relationships.