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Influencing customer’s purchase intentions through firm participation in online consumer communities

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Abstract

Today, many firms are striving to enhance customers’ purchase intentions by leveraging online consumer communities but a better understanding of the underlying phenomena is needed to guide their efforts most effectively. In this study we analyse how three hotel firms engage potential customers through FlyerTalk, an online consumer community of frequent travellers (FlyerTalk.com). Our results suggest that for some firms, the frequency and perceived value of their participation are two important factors that can potentially be managed toward positive purchasing intention effects.

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Notes

  1. http://www.toyota.com/owners/web/pages/community last accessed on October 02, 2013

  2. http://www.toyotafans.net/ last accessed on October 02, 2013

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Authors and Affiliations

  1. Lucas College and Graduate School of Business, San Jose State University, One Washington Square, San Jose, CA, 95192-2044, USA

    Leslie Jordan Albert, Nitin Aggarwal & Timothy R. Hill

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  1. Leslie Jordan Albert
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  2. Nitin Aggarwal
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  3. Timothy R. Hill
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Correspondence to Nitin Aggarwal.

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Responsible Editor: Jan Marco Leimeister and Hubert Österle

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Albert, L.J., Aggarwal, N. & Hill, T.R. Influencing customer’s purchase intentions through firm participation in online consumer communities. Electron Markets 24, 285–295 (2014). https://doi.org/10.1007/s12525-014-0169-3

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  • DOI: https://doi.org/10.1007/s12525-014-0169-3

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