Motivational Drivers of Content Contribution to Company‐ Versus Consumer‐Hosted Online Communities

Abstract

ABSTRACTThis research investigates the effect of the type of community host (consumer‐hosted versus company‐hosted communities) in the relationship between motivational drivers and content contribution to online communities. By presenting a typology of motivational drivers of content contribution and classifying prior research on motivational drivers accordingly, this article offers an integrated, in‐depth literature review. Four motivational self‐ versus other‐oriented and extrinsic versus intrinsic drivers were included in an empirical study of three online communities, with more than 800 community members. The results reveal that opinion leadership, self‐presentation, and enjoyment positively affect content contribution; altruism negatively affects content contribution. In company‐hosted online communities, the positive drivers are stronger than in consumer‐hosted online communities. To encourage members’ contribution, community managers should seek to attract opinion leaders, provide room for self‐presentation, and enhance members’ feelings of pleasure and comfort. A qualitativepost hocanalysis also explicates the negative effect of altruism. Overall, this study provides a fruitful basis for several important theoretical and managerial implications.