Latent communities of digital publications: The role of editors, followers, and advertisers

•Connections among editors and followers reinforce the sense of community.•Diversity of followers fosters the feeling of membership.•The presence of advertisers damages the perceived informational value.•The presence of advertisers does not affect identification with the community. This research explores how digital publications may be turned into something more than just a meeting point for people who are seeking information and may become a latent community. The paper proposes that the network of editors, followers, and advertisers of digital publications determine the user sense of community towards the publication. While the pattern of connections among editors and followers reinforces the sense of community, advertisers act as intruders who weaken the feasibility of building a community. Data were collected from followers of digital publications. The dynamics of the sense of community is described as a process in which informational value and identification are essential to nurturing readers’ soft or hard commitment. Findings indicate that the strong ties between editors and followers as well as the diversity positively impacts on informational value and identification, whereas advertising intrusiveness diminishes the informational value.