Influencing customer's purchase intentions through firm participation in online consumer communities

Today, many firms are striving to enhance customers' purchase intentions by leveraging online consumer communities but a better understanding of the underlying phenomena is needed to guide their efforts most effectively. In this study we analyse how three hotel firms engage potential customers through FlyerTalk, an online consumer community of frequent travellers (FlyerTalk.com). Our results suggest that for some firms, the frequency and perceived value of their participation are two important factors that can potentially be managed toward positive purchasing intention effects.