Sense of belonging based on novel posting: Individuals’ processes of social and psychological integration into virtual groups

Although novel posting is a universal phenomenon in virtual communities (VCs), few studies have addressed the benefits of novel posting for group members. The purpose of this paper is to identify the social and psychological outcomes of novel posting, particularly whether and how sense of belonging can be produced by it. Sense of belonging implies an individual’s integration or assimilation into virtual groups.

To assess the theoretical model, a survey was administered in an internet discussion community (Baidu Post Bar in China), and structural equation modeling was then used to test the model.

Novel posting can produce social and psychological outcomes, such as social interaction ties, group-based self-esteem and sense of belonging. Novel posting is an individualized behavior, which some studies consider to conflict with sense of belonging; however, via the mediating effects of social interaction ties and group-based self-esteem, sense of belonging can also arise based on novel posting.

VC operators should focus on differentiating between irrational posts and novel posts and encourage the latter. Additionally, to satisfy members’ needs, VC operators should strengthen the degree of social interaction ties and members’ self-esteem by providing attractive topics and virtual rankings.

This study contributes to a theoretical understanding of the social and psychological outcomes of novel posting and, more importantly, whether and how sense of belonging arises on the basis of individualized behavior.