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 › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 813-823 |
| Journal / Publication | Information and Management |
| Volume | 52 |
| Issue number | 7 |
| Online published | 9 Jun 2015 |
| Publication status | Published - Nov 2015 |
Link(s)
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
Citation Format(s)
The deeper, the better? Effect of online brand community activity on customer purchase frequency. / Wu, Ji; Huang, Liqiang; Zhao, Jianliang Leon; Hua, Zhongsheng.
In: Information and Management, Vol. 52, No. 7, 11.2015, p. 813-823.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
