Examining identity and organizational citizenship behaviour in computer-mediated communication

Virtual communities are centred upon computer-mediated communication, with participants interacting to provide specific knowledge to each other that enables them to perform common functions, to learn from each other and to build upon their collective knowledge. Without the existence of rich knowledge bases, computer-mediated virtual communities are of limited value. Therefore, the significance of member-generated knowledge cannot be over-emphasized. In this paper, our goal is to examine the roles of identity and organizational citizenship behaviour in facilitating knowledge transfer in computer-mediated communication contexts such as virtual communities. Our findings support the assertion that self-presentation and organizational citizenship behaviour are crucial determinants of important community outcomes. We concluded that self-presentation could be a key variable for contributing knowledge in online communities. This study has important implications for academic researchers and practitioners who seek to understand why community members share their knowledge with strangers in online communities.