The Impact of Customer Community Participation on Customer Behaviors: An Empirical Investigation
[PUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the near-identical abstract of the 2009 SSRN precursor, doi:10.2139/ssrn.1512072, also read in full at Crossref] 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. doi:10.1287/mksc.1090.0555. THE DECIDING SOURCE IN THIS FILE AND THE ONLY RANDOMISED TEST OF THE PROPOSITION WE COULD FIND. The authors pose the article's question in the abstract better than we could: '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 experiment to help answer this question.' THE DESIGN: 'The data come from a year-long study conducted by eBay Germany, and they reveal that a simple e-mail invitation significantly increased customer participation in the firm's community.' The invitation is the instrument, moving people into the community exogenously. THE RESULTS, quoted entire: 'Results also show that community participation had mixed effects on customers' likelihoods of participating in buying and selling behaviors. Community participation did not translate into increased behaviors, as would be commonly expected. Although there is no impact of participation on the number of bids placed or the revenue earned, there is a negative impact of participation on the number of listings and the amount spent. Together, these results suggest that the community participants become more selective and efficient sellers, and
[PUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the near-identical abstract of the 2009 SSRN precursor, doi:10.2139/ssrn.1512072, also read in full at Crossref] 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. doi:10.1287/mksc.1090.0555. THE DECIDING SOURCE IN THIS FILE AND THE ONLY RANDOMISED TEST OF THE PROPOSITION WE COULD FIND. The authors pose the article's question in the abstract better than we could: '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 experiment to help answer this question.' THE DESIGN: 'The data come from a year-long study conducted by eBay Germany, and they reveal that a simple e-mail invitation significantly increased customer participation in the firm's community.' The invitation is the instrument, moving people into the community exogenously. THE RESULTS, quoted entire: 'Results also show that community participation had mixed effects on customers' likelihoods of participating in buying and selling behaviors. Community participation did not translate into increased behaviors, as would be commonly expected. Although there is no impact of participation on the number of bids placed or the revenue earned, there is a negative impact of participation on the number of listings and the amount spent. Together, these results suggest that the community participants become more selective and efficient sellers, and
Written from the pUBLISHED ABSTRACT READ IN FULL at the Crossref item record, and the near-identical abstract of the 2009 SSRN precursor, doi:10.2139/ssrn.1512072, also read in full at Crossref.
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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. doi:10.1287/mksc.1090.0555