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DC Field | Value | Language |
---|---|---|
dc.citation.endPage | 295 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 280 | - |
dc.citation.title | JOURNAL OF MARKETING RESEARCH | - |
dc.citation.volume | 53 | - |
dc.contributor.author | Thompson, Scott A. | - |
dc.contributor.author | Kim, Molan | - |
dc.contributor.author | Smith, Keith Marion | - |
dc.date.accessioned | 2023-12-21T23:48:47Z | - |
dc.date.available | 2023-12-21T23:48:47Z | - |
dc.date.created | 2016-05-30 | - |
dc.date.issued | 2016-04 | - |
dc.description.abstract | Third party-hosted consumer communities in general, and brand communities in particular, have been touted for their ability to generate value for firms by promoting consumer-to-consumer (C2C) helping. However, little research has examined whether consumer communities actually foster C2C helping, and who is helped. In contrast, the brand-community literature suggests community strategies may reduce the likelihood of community members helping non-community members. If so, strategies that promote third party-hosted brand or product-category communities may be counterproductive in fostering C2C helping. Should firms focus on promoting brand communities, promoting product-category communities, or both? On the basis of a hazard model analysis of 9,192 actual C2C helping events over a 25-month period, and supported by a second cross-sectional study, this article examines how participation in brand and product-category communities influences one's likelihood of helping others. We find that brand-community participation increases one's likelihood of helping fellow members while reducing the likelihood of helping members of rival brand communities. Surprisingly, product-category community participation reduces one's likelihood of helping members of brand communities. The authors discuss managerial recommendations | - |
dc.identifier.bibliographicCitation | JOURNAL OF MARKETING RESEARCH, v.53, no.2, pp.280 - 295 | - |
dc.identifier.doi | 10.1509/jmr.13.0301 | - |
dc.identifier.issn | 0022-2437 | - |
dc.identifier.scopusid | 2-s2.0-84974593867 | - |
dc.identifier.uri | https://scholarworks.unist.ac.kr/handle/201301/19929 | - |
dc.identifier.url | https://journals.sagepub.com/doi/abs/10.1509/jmr.13.0301?journalCode=mrja | - |
dc.identifier.wosid | 000374869200009 | - |
dc.language | 영어 | - |
dc.publisher | AMER MARKETING ASSOC | - |
dc.title | Community Participation and Consumer-to-Consumer Helping: Does Participation in Third Party-Hosted Communities Reduce One's Likelihood of Helping? | - |
dc.type | Article | - |
dc.description.isOpenAccess | FALSE | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | consumer-to-consumer helping | - |
dc.subject.keywordAuthor | consumer communities | - |
dc.subject.keywordAuthor | brand communities | - |
dc.subject.keywordAuthor | oppositional loyalty | - |
dc.subject.keywordPlus | BRAND COMMUNITY | - |
dc.subject.keywordPlus | INTERGROUP BIAS | - |
dc.subject.keywordPlus | IDENTITY | - |
dc.subject.keywordPlus | BEHAVIOR | - |
dc.subject.keywordPlus | LOYALTY | - |
dc.subject.keywordPlus | RECATEGORIZATION | - |
dc.subject.keywordPlus | EXCHANGE | - |
dc.subject.keywordPlus | SUCCESS | - |
dc.subject.keywordPlus | IMPACT | - |
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