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Joseph T. Additional support came from the demonstration that a variety of agents that enhanced NMDA receptor function at the glycine modulatory site significantly reduced negative symptoms and variably improved cognition in patients with schizophrenia receiving antipsychotic drugs. Finally, persistent blockade of NMDA receptors recreates in experimental animals the critical pathologic features of schizophrenia including downregulation of parvalbumin-positive cortical GABAergic neurons, pyramidal neuron dendritic dysgenesis, and reduced spine density. Access to content on Oxford Academic is often provided through institutional subscriptions and purchases. If you are a member of an institution with an active account, you may be able to access content in one of the following ways:. Typically, access is provided across an institutional network to a range of IP addresses. This authentication occurs automatically, and it is not possible to sign out of an IP authenticated account. 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The dawn of the age of Web 2. Connectivity, convergence, collaboration and transparency provided by these socio-digital platforms has led to the burgeoning of virtual communities VCs , the dynamic and vibrant online social universe according unprecedented opportunities for social interactions. Tremendous potential offered by Web 2. The increased usage of VCs by customers as well as marketers makes them a fit case to explore the dynamics underlying their adoption and to unearth the marketing implications of the same in Indian perspective. Applying convenience sampling techniques, primary data were collected from tourists visiting various well-known tourist attractions in Varanasi City, Uttar Pradesh, India. Using a survey, responses were collected and subjected to exploratory factor analysis and five factors influencing the espousal of VCs in the Indian context were isolated. This in turn may help with enhanced customer attention, customer engagement and customer retention. Eyeing the tremendous potential offered by Web 2. People visiting Varanasi city were contacted, by way of convenience sampling, at prominent tourist attractions of the city and the data were collected by means of a survey instrument, which was analysed utilizing Exploratory Factor Analysis. Though the existence of VCs for communication, entertainment and information can be traced back to the s, 4 , 7 the affordability and easy accessibility of the necessary technology have made these commonplace. VCs are based on amount of interpersonal interaction, the extent of subject coverage and a desire to escape reality. Membership across 16 VCs in excess of million en. All this has brought new opportunities to businesses 1 to utilize VCs to increase sales, 10 as cited in Porter, for product support and service delivery, 7 for positive word-of-mouth, 11 for electronic word-of-mouth e-WOM , 12 for Customer Relationship Management 13 and for dissemination of marketing information, 14 to name a few. As VCs are social as well as technical platforms, researchers proposed to use the constructs from both — information technology and social psychology — disciplines to gain a better and realistic comprehension of the adoption of VCs in Indian perspective. Hence, the concepts were borrowed and adapted from TRA and TAM in order to mitigate the shortcomings of both the models, as TRA is criticized for being a weak predictor of new technology adoption 26 and TAM has been criticized for its disregard of human and social change variables. Though both TRA and TAM have been successfully employed in diverse situations to explain the technology adoption behaviour of individuals, 26 , 27 studies explaining the adoption of VCs in the Indian context are sparse, thus establishing the need for the present study. This study is based on both primary and secondary data. Secondary literature, mainly various research papers published in journals, other proprietary data available at their websites and relevant books, were used to identify the research gap and for the development of the customized scale for primary data collection. The instrument for primary data collection was a simply worded questionnaire comprising a five- point Likert scale with 1 for Strongly Agree and 5 for Strongly Disagree. The questionnaire was duly revised after carrying out a pilot for content, sequence and wording. Various items, validated from prior research and modified to suit the present study, 17 , 19 , 24 , 26 , 28 used in the final draft of the questionnaire have been reproduced below:. Convenience sampling was used for respondent selection and data were collected by means of a survey instrument from Indian tourists visiting Varanasi City, Uttar Pradesh, India. The researchers noted down the responses based on answers given by the respondents. Exploratory Factor Analysis was used to analyse the data to find out what features should be included in VCs in order to make these more attractive to users so that usage results in a better customer experience, leading to enhanced customer satisfaction and increased loyalty. The item-wise reliability of the scale was also checked and it was found that removal of items would result in a decrease of the reliability of the scale. Out of the total responses, only were used for final analysis as the remaining 14 were not using VCs and were thus excluded from the final analysis. Out of these remaining respondents, 54 per cent were male and 46 per cent were female. A surprising element was the 19 per cent of respondents in the age group of 39—44 years. Forty-seven per cent of the respondents were postgraduates, followed by 29 per cent who were graduates — 31 per cent of total users were students, closely followed by people working in lower and middle positions in the private sector both having a total of 32 per cent. Sixty-three per cent of the respondents fell in the income brackets of less than a lakh, 2—5 lakhs, and 5—8 lakhs. Youth dominance in the Indian context is asserted by income profile, profession profile and education profile of the respondents. The number of factors was determined using Eigen value greater than 1 and a Scree plot for the emerged model was also plotted see Figure 1. The five factors that emerged from the analysis have been summarized in Figure 2. Attitude towards usage of a particular technology, along with BI, are two important aspects leading to a particular behaviour. Researchers have found users employing a technology even when their attitude is found to be negative if the technology was perceived to be useful or easy to use. This is because the likelihood of people visiting these platforms will be relatively high. Moreover, as per the congruity theory of attitudes, changes in the evaluation of a source and a concept can be linked together by an associative assertion. The second factor affecting individuals in the Indian context was called Delightful Ease, as most of the items indicated the preference of users for ease of operation alongside elements of ecstasy. Thus, digital marketing companies and marketers should take particular note of this and should facilitate ease of operation and navigation for users of these socio-digital platforms through user-friendly interfaces. Removal of impediments will ensure enhanced participation. The word Delightful connotes ecstasy, joy and happiness, which users want to derive when getting engaged and involved with these communities. As such, it implies that marketers should try to provide content that is informative, yet entertaining — fulfilling organizational objectives, yet evoking fun. As people like to use VCs for their pleasure quotient, marketers should increase customer engagement through engrossing messages that mesmerise customers, let customers be involved and let them be a part of the message like customers being motivated to upload homemade commercials to YouTube — messages that customers value and can connect with. As these are youth-dominated platforms, the idea of fun should be aligned to youth. Moreover, the proliferation of mobile internet has enabled marketers to tap hitherto inaccessible young, tech-savvy consumers both rural and urban with high disposable incomes. The third factor, viz Kinship Encouragement, opens another window for marketers. Sometimes customers may become brand fans, which is a self-proclaimed involvement with a brand. The fourth factor, Gregariousness, conveys the social sway of VCs over users. People use social media to discuss products with their friends before purchase, which can be used by marketers as a point of influence and can then convert these simple conversations into product information portals. VCs have transformed both the size and speed of these influences because of their inherent structure and have become an additional parameter to take care of while calculating the customer lifetime value CLV. The fifth factor, Information Accession, encompasses information exchange and information acquisition. The fact that people use VCs for information exchange and information acquisition is both an opportunity and a threat to marketers. It is an opportunity in the sense that internet users leave their footprints behind. This information exchange is a threat as products and services marketed by organizations are being talked about on the VCs good or bad without any intervention, effort or control by organizations. This study has certain limitations, such as not carrying out confirmatory factor analysis of the emerged factors, further testing and validation of adapted scales, small sample, self-reporting bias and repeat responses. Future studies can take a clue from here and try to eradicate some of these limitations. Future studies may also include security, risk, trust and confidentiality-related variables that have been shown to have an impact on online consumer behaviour, but were not included in the present study. In addition, path analysis can be done to explore the interrelationship between the emerged factors. By revealing the underlying factors affecting the espousal of VCs, this research can help marketers by providing insights for the effective integration of VCs in their marketing strategy. In order to derive more value from the usage of VCs, marketers should ensure that VCs facilitate ease of navigation; that their marketing and other information being broadcasted is unique, entertaining and attention grabbing; and that VCs support customer relationship development and maintenance of customer relations, and should provide customers with relevant, timely and updated products and services-related information. This dissemination of relevant, updated and timely information to customers in a non-pedantic and less intrusive manner will help them to make informed decisions. This, in turn, will result in better customer experience, enhanced customer satisfaction and increased loyalty, leading to more customers paying frequent visits to these platforms. Wright, S. Reprint , A strategic white paper by Alcatel. Lucent www. Reprinted by Continental Automated Buildings Association www. Meadows-Klue, D. Article Google Scholar. Horrigan, J. Pew Internet and American Life Project. Rheingold, H. Google Scholar. Pentina, I. Wu, M. IEEE pp. Armstrong, A. The McKinsey Quarterly , Vol. Porter, C. Bressler, S. Brown, S. Bickart, B. Hennig-Thurau, T. Hagel, H. Muniz, A. Fishbein, M. Ajzen, I. Davis, F. Venkatesh, V. Taylor, S. Thompson, R. Rogers, E. Compeau, D. Cha, J. Wang, H. Shroff, R. Yildirim, S. Teo, T. Duhan, P. Lorenzo-Romero, C. Osgood, C. Yang, H. Bughin, J. Drury, G. Weinberg, B. Zailskaite-jakste, L. In Electronic International Interdisciplinary Conference, , pp. Haven, B. A Report of Forrester Research, Inc. Constantinides, E. Download references. You can also search for this author in PubMed Google Scholar. Correspondence to Punita Duhan. Reprints and permissions. Download citation. Received : 14 August Revised : 14 August Published : 23 December Issue Date : 01 October Anyone you share the following link with will be able to read this content:. Sorry, a shareable link is not currently available for this article. Provided by the Springer Nature SharedIt content-sharing initiative. Download PDF. Abstract The dawn of the age of Web 2. Antecedents of participation in online brand communities and their purchasing behavior consequences Article 29 February Use our pre-submission checklist Avoid common mistakes on your manuscript. Introduction The dawn of the age of Web 2. Literature review Though the existence of VCs for communication, entertainment and information can be traced back to the s, 4 , 7 the affordability and easy accessibility of the necessary technology have made these commonplace. To ascertain the relative importance of the various factors in the Indian context. To discern the marketing implications of those factors in the Indian context. Methodology This study is based on both primary and secondary data. Various items, validated from prior research and modified to suit the present study, 17 , 19 , 24 , 26 , 28 used in the final draft of the questionnaire have been reproduced below: Perceived Usefulness PU I find VCs useful for information acquisition. I find VCs useful for information exchange. I find VCs useful for relationship development. I find VCs useful for relationship maintenance. I find VCs useful for social and emotional support. I find VCs useful for entertainment. My interaction with VCs is clear and understandable. It is easy for me to become skillful at using VCs. It is easy to navigate through VCs. Actual process of using VCs is pleasant. Working with the VCs is fun. I like using VCs. I find using VCs to be enjoyable. I find using VCs interesting. People who are important to me think that I should use VCs. BI3: I will regularly use VCs in future. Table 1 Survey scale reliability Full size table. Table 3 Factor analysis outputs Full size table. Figure 1. Scree plot for number of factors in survey. Full size image. Figure 2. Five factors used in the model. Limitations, suggestions and conclusions This study has certain limitations, such as not carrying out confirmatory factor analysis of the emerged factors, further testing and validation of adapted scales, small sample, self-reporting bias and repeat responses. References Wright, S. Article Google Scholar Horrigan, J. Google Scholar Pentina, I. Google Scholar Wu, M. Google Scholar Brown, S. Article Google Scholar Hagel, H. Google Scholar Muniz, A. Article Google Scholar Fishbein, M. Google Scholar Ajzen, I. Article Google Scholar Davis, F. Article Google Scholar Venkatesh, V. Article Google Scholar Taylor, S. Article Google Scholar Thompson, R. Article Google Scholar Rogers, E. Google Scholar Compeau, D. Google Scholar Taylor, S. Article Google Scholar Cha, J. Google Scholar Wang, H. Article Google Scholar Shroff, R. Article Google Scholar Ajzen, I. Article Google Scholar Yildirim, S. Article Google Scholar Teo, T. Google Scholar Duhan, P. Google Scholar Lorenzo-Romero, C. Article Google Scholar Osgood, C. Article Google Scholar Yang, H. Article Google Scholar Bughin, J. Article Google Scholar Initiative. Article Google Scholar Duhan, P. Google Scholar Weinberg, B. Article Google Scholar Zailskaite-jakste, L. Article Google Scholar Download references. View author publications. Rights and permissions Reprints and permissions. About this article. Cite this article Duhan, P. Copy to clipboard. 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