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January 25, 2026Journal of Services Marketing

Digital unity or tribal echo chambers? Paradoxes in online residential communities

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Authors

NCNicola CobelliICIlma Nur ChowdhuryACAngela Caridà

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Overview

This viewpoint explores how online residential communities advance cohesion yet can increase social polarization.

Key Points

  • The aim is to analyze how online residential communities serve as spaces that both unify and divide residents.
  • Conceptual and interpretive analysis of online residential communities
  • Adoption of paradox theory to examine civic dynamics
  • Use of illustrative vignettes to highlight civic paradoxes
  • Identified three key paradoxes in ORCs: Belonging vs Boundary, Heritage vs Future, Voice vs Harmony
  • Highlighted the ambivalent and persistent nature of these paradoxes in digital interactions
  • Demonstrated how residents navigate paradoxes through various strategies, affecting civic life

Cite This Study

Cobelli et al. (2026) studied this question.

synapsesocial.com/papers/6975b28afeba4585c2d6e04fhttps://doi.org/10.1108/jsm-08-2025-0527
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Toward a Theory of Paradox: A Dynamic equilibrium Model of Organizing2011 · 1,612 citations
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  3. 3The Evolution of European Union Citizenship2008 · 34 citations
  4. 4Homophily, echo chambers, & selective exposure in social networks: What should civic educators do?2017 · 22 citations
  5. 5Paradox theory and the paradox of success2017 · 318 citations