Does the host match the content? A taxonomical update on online consumption communities

Jan Breitsohl, David Dowell, Werner H. Kunz

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This article proposes a taxonomy of online consumption communities in order to address this rather ambiguously conceptualised research field. Specifically, intercommunity differences are investigated with regard to how content focus (brand vs activity) and its congruency with the type of host (doubled vs mixed) affect consumers’ posting behaviour. Based on an online survey (n = 888), a series of regressions of various benefits on posting behaviour supports the usability of the proposed taxonomy. In particular, social benefits had the strongest effect on consumers’ posting behaviour across all communities, while the effects of functional, altruistic and sharing benefits varied in significance and direction of influence when accounting for the different community characteristics. These findings help marketing managers to design online communities and motivate consumers to contribute. Document embargo 24/09/2016.
Original languageEnglish
Pages (from-to)1040-1064
JournalJournal of Marketing Management
Issue number9-10
Early online date24 Apr 2015
Publication statusPublished - 2015


  • social media
  • taxonomy
  • firm-hosted
  • consumer-hosted
  • virtual community


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