Consumers’ reactions to new corporate community initiatives. The role of the type of community and country of origin

Our research provides insights about consumer reactions to community engagement initiatives according to two major determinants: a) the type of the online community (Corporate Social Responsibility vs. New Product Development) and b) the country of origin of the company that launched the community (advanced vs. emerging country). Through an online survey, we test the impact of the type of community and the country of origin on three dependent variables: consumers’ identification with the company, intention to recommend and intention to buy the products of the company. Preliminary results provide interesting insights regarding the impact of the country of origin on dependent variables. Theoretical contributions and future research directions are presented.