"Influencing customer’s purchase intentions through firm participation in online consumer communities" by Leslie J Albert

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

Electronic Markets (2014)

Leslie J Albert, San Jose State University
Nitin Aggarawal, San Jose State University
Timothy R. Hill, San Jose State University

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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.

Keywords

Forums,
Online communities,
Boundary spanning,
Web 2.0,
Social marketing

Disciplines

Management Information Systems

Publication Date

October 24, 2014

DOI

10.1007/s12525-014-0169-3

Publisher Statement

SJSU users: Use the following link to login and access the article via SJSU databases.

Citation Information

Leslie J Albert, Nitin Aggarawal and Timothy R. Hill. "Influencing customer’s purchase intentions through firm participation in online consumer communities" Electronic Markets Vol. 24 Iss. 4 (2014) p. 285 - 295 ISSN: 1019-6781
Available at: http://works.bepress.com/leslie_albert/13/