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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

21 Scopus Citations
View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)813-823
Journal / PublicationInformation and Management
Volume52
Issue number7
StatePublished - 1 Nov 2015

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.

Research Area(s)

  • Community participation, Online brand community, Prevention versus promotion, Purchase frequency, Regulatory focus theory