Pre-release member participation as potential predictors of post-release community members’ adoption behaviour: evidence from the motion picture industry

Pradeep Divakaran

Behaviour and Information Technology, 2013, vol. 32, issue 6, 545-559

Abstract: Web 2.0-based online communities have seen a growing popularity in recent years both in terms of the volume of academic research publications and practical implications. Earlier studies have investigated the consequences of member participation in online brand communities such as improving brand image, product recommendation behaviour, creating oppositional loyalty towards competitor brands, etc. As a development of this research, this study shows pre-release member participation and members’ online activities as potential predictors of community members’ future adoption behaviour by (1) focusing on product-specific member participation and (2) by differentiating between pre-release and post-release member participation. Community members participate in online communities not only after product purchase or usage but also long before the product is introduced in the market (i.e. pre-release member participation) and especially in response to firms’ announcement of upcoming product releases. Within this context of new product preannouncement, the Theory of Planned Behaviour is applied to show that pre-release member participation in online activities is a potential predictor of the entire community's post-release adoption behaviour, using a movie-based online community. Moreover, the community adoption behaviour shows a strong positive association (mirroring effect) with market adoption behaviour suggesting that online community is a good representation of market adoption behaviour.

Date: 2013
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DOI: 10.1080/0144929X.2012.681069

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