Belyaevsky, G (2022) Peer-to-Peer renting community: the effects of environmental social identity in-group interaction on the sense of belongingness. Master thesis, Psychology.
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Abstract
This study was conducted in collaboration with an environmentally friendly peer-to-peer renting company Renda. The company was interested in increasing the sense of belongingness among its customer base. This is well reasoned, as previous studies have indicated that belongingness is associated with higher customer retention (Friess & Lam, 2018). Meanwhile, social identities have been shown to be contributing to the sense of belongingness (Tajfel, 1974). There are two complementary schools of thought concerning identity formation, namely, through self-categorisation (top-down process) (Tajfel, 1974) and through operationalisation of an abstract identity (bottom-up process) (Koudenburg et al., 2016). There is reason to expect interaction pleasantness to both mediate or moderate the relationship of social identity on the sense of belongingness. In the exploration of these topics, a quantitative between-groups experimental design was implemented. The data was attained through snowball sampling and SONA systems. Hypothesis 1, found support to previous studies in regards to the positive association between social identity and the sense of belongingness using the manipulation check as a predictor. Unfortunately, the analysed mediating (H2) and moderating (H3) role of the interaction pleasantness in the relationship of environmental social identity on the sense of belongingness was inconclusive, due to lack of significance and low power. This study successfully provided the groundwork for further exploration of the formulated theoretical hypotheses. Exploring this topic can highlight the importance of online interaction between customers and help businesses regulate the communication environment accordingly. Finally, this study may help businesses attain higher retention in the customer base.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Koudenburg, N. |
| Degree programme: | Psychology |
| Differentiation route: | Applied Social Psychology (ASP) [Master Psychology] |
| Date Deposited: | 10 Aug 2022 09:05 |
| Last Modified: | 10 Aug 2022 09:05 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1257 |
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