Becker, Jan U., Michel Clement, and Ute Schaedel. "The impact of network size and financial incentives on adoption and participation in new online communities." Journal of Media Economics 23.3 (2010): 165-179.

This research delves into the factors that drive the adoption and active participation of users in online communities, particularly focusing on newly established ones. By extending Ajzen's Theory of Planned Behavior, the study reveals that the size of the network plays a crucial role in influencing community adoption. Through two empirical studies, it is demonstrated that indirect financial incentives, such as saving money, significantly impact users' intention to join these communities. Furthermore, direct financial incentives, like earning money, can expand the network size without negatively affecting user motivation through crowding-out effects. Interestingly, while direct financial incentives are effective in attracting new users, they do not necessarily lead to increased usage of the community.