Zhu, Dong Hong, Ya Ping Chang, and Jian Jun Luo. "Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model." Telematics and Informatics 33.1 (2016): 8-16.

This study explores the significant role consumer-to-consumer (C2C) communication within online communities plays in influencing purchase decisions. Utilizing the information adoption model, the research constructs a comprehensive model to assess how C2C interactions impact consumer behavior in the digital marketplace. Through an analysis of 324 effective responses using the Partial Least Squares technique, the study identifies that argument quality, source credibility, and tie strength are pivotal factors that positively affect consumers' purchase decisions by enhancing the perceived usefulness of products. Notably, the study reveals that tie strength has a varying impact on product usefulness evaluation, depending on whether the communication is between individuals with real-life versus virtual relationships. The findings offer both theoretical insights into consumer behavior online and practical guidance for marketers aiming to leverage online communities for influencing purchase decisions.