Motivational Drivers of Content Contribution to Company- Versus Consumer-Hosted Online Communities

Teichmann, Karin and Stokburger-Sauer, Nicola and Plank, Andreas and Strobl, Andreas (2015) Motivational Drivers of Content Contribution to Company- Versus Consumer-Hosted Online Communities. Psychology and Marketing, 32 (3). pp. 341-355. ISSN 0742-6046

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Abstract

This research investigates the effect of the type of community host (consumer‐hosted versus company‐hosted communities) in the relationship between motivational drivers and content contribution to online communities. By presenting a typology of motivational drivers of content contribution and classifying prior research on motivational drivers accordingly, this article offers an integrated, in‐depth literature review. Four motivational self‐ versus other‐oriented and extrinsic versus intrinsic drivers were included in an empirical study of three online communities, with more than 800 community members. The results reveal that opinion leadership, self‐presentation, and enjoyment positively affect content contribution; altruism negatively affects content contribution. In company‐hosted online communities, the positive drivers are stronger than in consumer‐hosted online communities. To encourage members’ contribution, community managers should seek to attract opinion leaders, provide room for self‐presentation, and enhance members’ feelings of pleasure and comfort. A qualitative post hoc analysis also explicates the negative effect of altruism. Overall, this study provides a fruitful basis for several important theoretical and managerial implications.

Item Type:
Journal Article
Journal or Publication Title:
Psychology and Marketing
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
138509
Deposited By:
Deposited On:
04 Nov 2019 12:00
Refereed?:
Yes
Published?:
Published
Last Modified:
16 Nov 2020 09:41