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Does the host match the content? A taxonomical update on online consumption communities

Breitsohl, J., Kunz, Werner H., Dowell, David (2015) Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31 (9). pp. 1040-1064. ISSN 0267-257X. (doi:10.1080/0267257X.2015.1036102) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
https://dx.doi.org/10.1080/0267257X.2015.1036102

Abstract

This article proposes a taxonomy of online consumption communities in order to address this rather ambiguously conceptualised research field. Specifically, intercommunity differences are investigated with regard to how content focus (brand vs activity) and its congruency with the type of host (doubled vs mixed) affect consumers’ posting behaviour. Based on an online survey (n = 888), a series of regressions of various benefits on posting behaviour supports the usability of the proposed taxonomy. In particular, social benefits had the strongest effect on consumers’ posting behaviour across all communities, while the effects of functional, altruistic and sharing benefits varied in significance and direction of influence when accounting for the different community characteristics. These findings help marketing managers to design online communities and motivate consumers to contribute. © 2015, Westburn Publishers Ltd.

Item Type: Article
DOI/Identification number: 10.1080/0267257X.2015.1036102
Uncontrolled keywords: social media, taxonomy, firm-hosted, consumer-hosted, virtual community
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Jan Breitsohl
Date Deposited: 14 Jun 2017 13:42 UTC
Last Modified: 29 May 2019 19:09 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/62072 (The current URI for this page, for reference purposes)
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