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GOSIP in cyberspace: conceptualization and scale development for general online social interaction propensity

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journal contribution
posted on 26.03.2015, 11:21 authored by Vera Blazevic, Caroline Wiertz, June Cotte, Ko de Ruyter, Debbie Keeling
The interactive nature of the Internet has boosted online communication for both social and business purposes. However, individual consumers differ in their predisposition to interact online with others. Whereas an impressive stream of research has investigated media interactivity, the existence of individual differences in the use of different online media, that is, differences in general online social interaction propensity, has so far received less research attention. An individual's predisposition to interact online affects many important consumer behaviors, such as online engagement and participation. Thus, in this paper, we propose and conceptualize general online social interaction propensity as a trait-based individual difference that captures the differences between consumers in their predisposition to interact with others in an online environment. Based on eight studies, we develop and validate a scale for measuring general online social interaction propensity and demonstrate its usefulness in understanding diversity in levels of engagement and in predicting online interaction behaviors. •Consumers differ in their predisposition to enter in online communication.•We conceptualize an individual difference trait termed GOSIP.•We empirically develop and validate a scale to measure GOSIP.•We show GOSIP's importance as antecedent of engagement and online behavior.•Interactive marketers can use GOSIP to assess consumer differences in online behavior.



  • Business and Economics


  • Business

Published in

Journal of Interactive Marketing






87 - 100


BLAZEVIC, V. ... et al., 2014. GOSIP in cyberspace: conceptualization and scale development for general online social interaction propensity. Journal of Interactive Marketing, 28 (2), pp. 87 - 100


© Direct Marketing Educational Foundation, Inc. Published by Elsevier.


AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

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NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Interactive Marketing. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Interactive Marketing, 28, Issue 2, May 2014, Pages 87–100, DOI: 10.1016/j.intmar.2013.09.003





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