The goal of this study is to examine the relations taking place in online in social media communities. There is trend of the growing participation in communities and their influence in digital environments. We all together are witnesses that business world is changing rapidly and together with the patterns of behaviors, channels and way of communication, mutual collaboration and collective behaviors. The involvement of many participants in the activity embedded in the digital environment requires a change of approach from an individual rather to looking through the prism of the whole group (we-intention) and its norms, values, goals, needs and aspirations. In addition, growing awareness and social responsibility affects the patterns of human behavior and gives new dimension for the study of human intentionality.
The empirical results of the research investigating football supporters confirm the importance of social influence as an element influencing group behavior and shared intentionality in social media. In addition, the study provides support for the role of desire as a factor stimulating and motivating intention. Finally, the study substantiates the meaning of perceived social responsibility, which also shapes the collective behavior the of community members in the world of social media.

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