Motivations for and outcomes of participating in research online communities

Abstract

This study examined consumers’ motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences. Online survey data (n = 1,461) were collected from various company-sponsored MROCs, which were run by a leading online community service provider in the United States. The findings showed that several motivations underlying MROC participation had an influence on members’ sense of identification with MROCs. Furthermore, members’ identification with MROCs was found to contribute to enhancing their feeling heard by the sponsoring company, which in turn affected their intention to continually participate in communities and trust in the sponsoring company’s brand. Theoretical and managerial implications were discussed in relation to the value that listening to consumers has for market research.

Keywords

Market research online communities functional motivations community identification feeling heard by companies brand trust

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