Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Motivational Drivers of Content Contribution to Company- Versus Consumer-Hosted Online Communities
AU - Teichmann, Karin
AU - Stokburger-Sauer, Nicola
AU - Plank, Andreas
AU - Strobl, Andreas
PY - 2015/3
Y1 - 2015/3
N2 - 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.
AB - 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.
U2 - 10.1002/mar.20783
DO - 10.1002/mar.20783
M3 - Journal article
VL - 32
SP - 341
EP - 355
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 3
ER -