Publication: The impact of customer community participation on customer behaviors: An empirical investigation
The impact of customer community participation on customer behaviors: An empirical investigation
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Algesheimer, R., Borle, S., Dholakia, U. M., & Singh, S. S. (2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science, 29(4), 756–769. https://doi.org/10.1287/mksc.1090.0555
Abstract
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Many firms increasingly offer community venues to their customers to facilitate social interactions amongst them. Prior studies have shown that community participants have high engagement and loyalty toward the firm, and provide useful feedback and referrals. However, it is not clear whether community participants are the firm’s fans to begin with and self-select themselves into the community, or whether community participation leads to increased relational customer behaviors. In the current research, we employ data from a field exper
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- Borle, Sharad
- Dholakia, Utpal M
- Singh, Siddharth S
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Algesheimer, R., Borle, S., Dholakia, U. M., & Singh, S. S. (2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science, 29(4), 756–769. https://doi.org/10.1287/mksc.1090.0555
