Introduction
In a culture that highly values "listening to" consumers, online research communities have been actively employed as an alternative to traditional online research techniques (Rappaport, 2010; Wiesenfeld, Busy, & Sikdar, 2010). As a platform for participative and conversational research, marketers appreciate the efficacy of company-sponsored market research online communities (MROCs), which are closed to invited members for brand interaction in response to topics prompted by the researchers or marketers (Comley, 2008; Heinze, Ferneley, & Child, 2013; Schillewaert, De Ruyck, & Verhaeghe, 2009). Embracing consumers' voices in MROCs provides companies with ways to capture consumer insights, evaluate new products, as...