title: The impact of online brand community type on consumer's community engagement behaviors: consumer-created vs. marketer-created online brand community in online social-networking web sites.
abstract: The current study proposed and tested a theoretical model of consumers' online brand community engagement behaviors, with particular attention given to online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigated the causal linkages between intrinsic motives of altruism, social identification motivations, and online brand community engagement behaviors. The results showed that consumers' online brand community engagement intentions were indirectly influenced by the different types of communities through different levels of consumers' attributions to intrinsic motives of altruism. This study also found that, in the attribution processes, consumers' intrinsic motives of altruism motivated them to identify themselves socially with the online communities they join. Finally, this study demonstrated that the intrinsic motives of altruism and social identification motivations provided strong social incentives to motivate consumers to engage in subsequent online brand community behaviors.
authors.affiliation: Department of Telecommunication and Film, University of Alabama, Tuscaloosa, Alabama 35487, USA. dlee@ua.edu
authors.forename: Doohwang
authors.initials: D
authors.lastname: Lee
authors.forename: Hyuk Soo
authors.initials: HS
authors.lastname: Kim
authors.forename: Jung Kyu
authors.initials: JK
authors.lastname: Kim
mesh_terms: D000293:Adolescent; D000328:Adult; D000533:Altruism; D000704:Analysis of Variance; D003132:Commerce; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004465:Economic Competition; D005260:Female; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data*; D008297:Male; D040541:Marketing; D008962:Models, Theoretical; D012933:Social Identification; D012938:Social Perception; D014584:User-Computer Interface; D055815:Young Adult