The deeper, the better? Effect of online brand community activity on customer purchase frequency

Researchers disagree on how to determine customer purchase frequency based on the level of activity in an online brand community. Consequently, there is a great need to reconcile the mixed findings obtained so far. Drawing on regulatory focus theory, we hypothesize that the effect of community participation may be contingent on participators’ goal-pursuit focus (prevention or promotion). Our analysis of customer blog data in a company-sponsored...