Table 1.

Key studies on MIOCs

 Community usage-related dependent variablesMarketing-related
dependent variables
StudyCommunity engagement/
participation		Personal goal
attainment		Community
satisfaction/value		Member
reputation		Skepticism toward
outgroups		Information exchange/
helping behavior		Within-community
spending		Brand
WOM
Agrawal and Ramachandran (2017) ✓ ✓     
Alhashem et al. (2021)   ✓  ✓  
Bagozzi and Dholakia (2002) ✓       
Becker et al. (2010) ✓       
Bradford et al. (2017)  ✓      
Dholakia et al. (2004) ✓       
Johnson and Lowe (2015)     ✓   
Krishen et al. (2019a)  ✓     
Ku et al. (2012)    ✓    
Lin (2008) ✓ ✓     
Mathwick et al. (2008) ✓       
Park et al. (2018)       ✓ 
Pyo et al. (2023)      ✓  
Thompson et al. (2016)      ✓  
Wu et al. (2010) ✓       
This research       ✓
Source(s): Authors’ own work
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