Understanding What Motivates German Consumers to Participate in FMCGs Online Communities: Implications for National Brands and Private Labels

Abstract

Over the past few years, a growing body of literature has been discussing the emergence of brand online communities (OBCs) as a way for companies across different sectors to directly interact with consumers and as a marketing tool. This research aims at understanding why consumers engage in OBCs of Fast Moving Consumer Goods (FMCGs), which are traditionally considered a low involvement and low risk category of products. A multi-method approach—using nethnography and in-depth interviews—was chosen to collect primary data from German consumers taking part in four selected OBCs. Findings show that key motivational drivers appear to be brand related, as the emotional engagement triggers not only the initial stimulus to enrol, but also to actively participate, and social drivers, like expected benefits, identified in terms of interaction with the brand and a specific product and in terms of interaction within the community. Findings support existing research on OBCs, suggesting that motivations to participate in FMCG online communities have commonalities with some studies conducted in different contexts. Some common managerial implications relevant to both FMCGs and Private Labels (PLs) are provided.