Community identification increases consumer‐to‐consumer helping, but not always

Abstract

Purpose -When consumers help other users of the same brand, both the brand and consumers benefit. To determine when consumer-to-consumer helping behaviors occur and to help managers encourage this value-creating activity, this paper aims to investigate relationships between social identification and helping behavior intentions within a consumption community and its subgroups. Design/methodology/approach -Surveys were given to consumers identified as members of a consumption community during an annual consumption event. Data were analyzed using structural equation modeling. Findings -Consumers' identification with the overall community was positively related to helping behavior intentions toward the overall community, but not subgroup level. Subgroup identification was positively related to helping at the subgroup but negatively related to helping behavior intentions at the community level. When consumers identify with the overall community, they assist other consumers. However, consumers are less likely to help consumers in the overall community when identifying with a subgroup. Practical implications -When consumers identify with a consumption community and its subgroups, their identification can lead to helping between members. Voluntary helping between consumers provides value to consumers and contributes to the firm's value-creation process. This study helps managers understand how consumption community development simultaneously encourages and discourages consumer value-creation through helping behaviors.Originality/value -This study examines consumer value-creation through the context of consumer helping intentions within consumption communities on a continuum, as opposed to the dichotomy implied by prior research. This study empirically demonstrates how consumers' membership in subgroups can motivate consumers to help some, but not other consumption community members.

Drivers, types and value outcomes of customer-to-customer interaction

“…Another driver is identification and shared interests; some studies show that customers want to interact with others who are similar to them (e.g. Brack and Benkenstein, 2012, 2014; Johnson et al , 2013). For example, Wang et al (2012) state that the strength of ties between peers and identification with a peer group have positive effects on the extent to which customers communicate about products via social media.…”

“…It differs from knowledge production because it involves goal-directed help to solve a specific problem. Examples include helping others find products (Johnson et al , 2013), helping with an important purchase (Zhang et al , 2010) and providing physical assistance (Davies et al , 1999) or help with shopping (Yi et al , 2013).…”

Subverting the market to help other consumers: The ‘la repasse’ phenomenon

“…Consumers live in an increasingly networked society where connecting and continuously engaging with peers is perceived as having a high value (Schindler and Bickart, ). Moreover, when consumers identify with a consumption community and its subgroups, their identification can lead to helping between members (Johnson et al, ). Service literature has identified several types of social support from other customers in communities such as intimate interactions, social participation, physical assistance, feedback, guidance and material aid (Rosenbaum and Massiah, ).…”

Customers as fellows: analyzing customer citizenship behavior in services marketing

“…Study 1 established the expected effect of complying with CSR activities on their willingness to tighten bonds with other consumers through CCB. Consistent with literature on community identification, CCB is likely to emerge when people perceive other customers as partners who share common interests, as opposed to mere acquaintances that happen to consume similar products (Johnson, Massiah, & Allan, 2013;Johnson & Selnes, 2004).…”

“…Bove et al (2009) The extant literature in CCB has focused on its antecedents. To cite some examples, customer satisfaction, loyalty, and commitment (Anaza, 2014;Anaza & Zhao, 2013;Bartikowski & Walsh, 2011;Bettencourt, 1997;Eisingerich, Auh, & Merlo, 2014;Groth, 2005), brand relationship quality (Jung, Yoo, & Arnold, 2017;Thompson, Kim, & Smith, 2016), relationship and customer experience quality (Balaji, 2014;Kim & Choi, 2016), ethical corporate identity and customer-based corporate reputation (Bartikowski & Walsh, 2011;Karaosmanoglu, Altininge, & Isiksal, 2016), social-emotional and instrumental support from other customers (Rosenbaum & Massiah, 2007;Yi, Gong, & Lee, 2013), identification and commitment to fellow customers (Curth, Ulrich, & Benkenstein, 2014;Johnson, Massiah, & Allan, 2013), personal loyalty and commitment to the service worker (Bove et al, 2009), and personal characteristics like empathy, altruism, and enhancement (Anaza, 2014;Oyedele & Simpson, 2011).…”