To reward or develop identification in online brand communities: evidence from emerging markets

The utilization of online brand community (OBC) has attracted significant attention in academic and practical areas given the prevailing recognition of IT-enabled cooperation with customers. Conflicting results have been obtained despite the extensive research conducted on the motivations of customer participation in OBCs. These results overlook the possible impacts of the regulatory orientations adopted by customers in their goal pursuit process. According to regulatory fit theory, a match between regulatory-focused orientation and the means used to approach the goal can increase task engagement. Therefore, this study attempts to bridge this gap by integrating self-determination theory, regulatory focus theory, and regulatory fit theory with the application of IT to uncover the relationship among community motivation, regulatory focus, and customer participation. This approach aims to improve economic and social benefits to determine whether to reward or develop identification in different situations. The empirical results support most of our hypothesis. Regulatory fit (community reward, prevention focus, brand identification, and promotion focus) strengthens customer participation behavior, whereas nonfit (brand identification and prevention focus) relieves customer participation. The theoretical and practical implications for firms in emerging markets are also provided.