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

This 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 qualitative post hoc analysis also explicates the negative effect of altruism. Overall, this study provides a fruitful basis for several important theoretical and managerial implications.