The deeper, the better? Effect of online brand community activity on customer purchase frequency

The deeper, the better? Effect of online brand community activity on customer purchase frequency

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Article ID: iaor201527691
Volume: 52
Issue: 7
Start Page Number: 813
End Page Number: 823
Publication Date: Nov 2015
Journal: Information & Management
Authors: , , ,
Keywords: computers: information, behaviour, internet
Abstract:

Researchers disagree on how to determine customer purchase frequency based on the level of activity in an online brand community. Consequently, there is a great need to reconcile the mixed findings obtained so far. Drawing on regulatory focus theory, we hypothesize that the effect of community participation may be contingent on participators’ goal‐pursuit focus (prevention or promotion). Our analysis of customer blog data in a company‐sponsored community together with transactional data of the same company demonstrated that deep community participation among promotion‐focused customers significantly increases purchase frequency; however, deep participation has a very different effect among prevention‐focused customers.

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