Abstract

The increasing ubiquity of digital platforms has altered consumer interaction dynamics, leading to the emergence of network-based and small-group virtual communities that influence online behavior through social influence mechanisms. This research formulates a Dual-Level Social Influence Model to investigate the impact of interpersonal (micro-level) and structural (macro-level) social influences on consumer participation, engagement, and knowledge sharing within various virtual community formats. Based on social influence theory, social capital theory, and self-determination theory, the model differentiates between normative, informational, and identificational influences, highlighting their varying effects in network-oriented communities compared to group-based communities (e.g., small, interest-driven groups). The model asserts that social connectedness, trust, and perceived homophily serve as mediators for the impact of social influence on participation intention and engagement behavior. Furthermore, community type moderates these relationships by enhancing the impact of network visibility and diminishing perceived social distance. A multi-method approach is suggested, integrating social network analysis (SNA) for quantifying relational structures and Partial Least Squares–Structural Equation Modeling (PLS-SEM) for evaluating causal pathways. Expected outcomes indicate that network-based participation is primarily influenced by informational and normative factors, whereas small-group engagement is more dependent on affective identification and trust-building processes. This study enhances theoretical frameworks by amalgamating multi-level social influence perspectives and informs practical applications by providing guidance on the formulation of engagement strategies for community managers and digital marketers. The study's implications encompass the comprehension of consumer co-creation, digital trust, and the diffusion of influence patterns within nascent social media ecosystems.