Should firms pay for online brand communities: Using lead user theory in analyzing two contrasting cases Hoffman, Elizabeth Hoffman, Elizabeth Zhu, Dan
dc.contributor.department Economics
dc.contributor.department Information Systems and Business Analytics 2022-01-12T18:34:55Z 2022-01-12T18:34:55Z 2022
dc.description.abstract Despite the importance and benefits of Online Brand Communities, there is little discussion in the literature about whether it is necessary for a firm to financially sponsor its online brand community. By incorporating brand trust, brand knowledge, and reciprocal behavior into Lead User Theory, this paper studies what influences consumers' participation potentials in new product development. Two online survey instruments are employed, and data is collected from two matchable well-known IT companies for two types of online brand communities: Company-initiated and Consumer-initiated. Two separate parallel Structural Equation Modeling analyses are conducted to test these two matchable samples and assess the research model. Our findings suggest that firms may not need to pay to sponsor their online brand communities. We infer our conclusion about company-sponsored communities from our findings that brand trust and brand knowledge play different roles for company-initiated and consumer-initiated online brand communities. Brand knowledge directly impacts consumers' participation potentials in consumer-initiated online brand communities, but only indirectly impacts through brand trust in company-initiated online brand communities.
dc.description.comments This is a manuscript of an article published as Li, Yuanxiang John, Elizabeth Hoffman, and Dan Zhu. "Should firms pay for online brand communities: Using lead user theory in analyzing two contrasting cases." Decision Support Systems (2022): 113729. doi:10.1016/j.dss.2021.113729. Posted with permission. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
dc.language.iso en
dc.publisher © 2022 Elsevier B.V.
dc.source.uri *
dc.subject Online Brand Community
dc.subject Brand Trust
dc.subject Brand Knowledge
dc.subject Product Innovation
dc.subject Structural Equation Modeling
dc.subject Lead User Theory
dc.subject.disciplines DegreeDisciplines::Social and Behavioral Sciences::Economics::Behavioral Economics
dc.subject.disciplines DegreeDisciplines::Social and Behavioral Sciences::Economics::Economic Theory
dc.subject.disciplines DegreeDisciplines::Business::Business Analytics
dc.title Should firms pay for online brand communities: Using lead user theory in analyzing two contrasting cases
dc.type Article
dspace.entity.type Publication
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