This paper investigates how content generated within online communities is utilized, applying the Heuristic-Systematic Model to explore information processing mechanisms. The study examines how message content and heuristic cues affect the validity assessment, moderated by information consistency and the extent of active information search by community members. Survey data from two online communities support the model, highlighting a contextual approach to information processing in these settings and suggesting ways to enhance information sharing.
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Watts, Stephanie A., and Wei Zhang. "Capitalizing on content: Information adoption in two online communities." Journal of the association for information systems 9.2 (2008): 3.
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