Survey study reveals organisational identity orientation moderates knowledge sharing determinants in virtual communities, highlighting context-dependent drivers of online collaboration.
Existing research on knowledge sharing in virtual communities has yielded inconsistent results due to the diverse traits and characteristics of the communities studied. This study introduces organisational identity orientation (OIO), a fundamental driver of organisational behaviour, to examine its influence on the antecedents of knowledge sharing. Additionally, it investigates the context in which each OIO is most conducive to effective knowledge sharing. Data were gathered from 316 virtual communities via an online survey. The findings reveal that OIO moderates the relationship between knowledge sharing and its determinants, with the strength of this moderation varying across different contexts.
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Lee et al. (2026) studied this question.
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