Firm-hosted online brand communities, in which consumers interact regarding brand-centric
topics, represent a fascinating context to study the motives of participation within the
community. Theories of social capital and collective action are extended to begin
understanding why individuals contribute, as they receive no immediate benefit, and “lurkers”
have the same access to that contributed knowledge as everyone else. Building on the
concept of means-end chain, that is we seek out certain attributes as a means to achieve a
desired end state, the linkage between online brand community attributes, individual need,
and personal values is ethnographically examined. By way of in-depth laddering interviews,
why individuals participate will be answered through understanding how that participation
fulfils individual need and enhances personal value.
The main study comprises two approaches – participant observation in the community, and
individual in-depth interviews with 32 community members. Over 2222 data points and 750
ladders were discovered and analysed using the laddering technique. Seven themes
emerged as to why individuals actively participate in an online brand community – belonging,
recognition, helping others, knowledge, professional advancement, personal development,
and entertainment
