How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory

Thomas W. Gruen · Talai Osmonbekov · Andrew J. Czaplewski

152 citations0/0 files storedMarketing Theory

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Knowledge Management and Sharing Digital Marketing and Social Media Service and Product Innovation

Abstract

Customer-to-customer (C2C) know-how exchanges occur in a variety of contexts, including virtual environments of Internet mediated communities. Exchange of know-how that takes place among the customers of an organization's offering has the potential to create customer value and result in positive outcomes for organizations. This study proposes a model that examines key factors that drive C2C exchanges as well as the outcomes of these exchanges. The model shows how C2C exchanges create value for the marketing organization – that is, value over and above the value that the customer receives directly through exchanges with the organization. C2C exchanges are also proposed to enhance loyalty intentions. Viewing C2C know-how exchange as an information source to the customer, the model adapts and applies the motivation, opportunity, and ability (MOA) theory to explain levels of C2C know-how exchange.

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References

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2012Bringing “Social” Into Sales: The Impact of Salespeople’S Social Media Use on Service Behaviors and Value Creation 2006Online internationalisation, psychic distance reduction and the virtuality trap 2008Marketing to postmodern consumers: introducing the internet chameleon 2013How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention 2013Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities 2018

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