Document Type



User-dominated social media have become one of the major social networking tools recently. This study aims to examine the interpersonal influences in virtual communities with a focus on conformity and possible psychological antecedents involvement and social identity. The results show that product involvement is positively related to informational conformity. This finding implies that consumers who consider the product to be highly related to them are more likely to be influenced by the information provided in social media such as a virtual community. Managerial implications and suggestions for future research are provided.