The advent of Web 2.0 has led to the utilization of online brand communities (OBCs) as a critical marketing tool for companies to disseminate information on their latest products, offer customer support, and build relationships with customers. However, many OBCs face challenges in retaining active users' participation. To address this issue, some OBCs have recently incorporated contests into their platforms to incentivize community members to participate. Nonetheless, there is a dearth of research on the impact of winner-selection mechanisms in these competitions. This study seeks to investigate the effect of these mechanisms on community members' intention to participate and to examine how power distance beliefs (PDBs) moderate this relationship. The findings of this study can expand our understanding of the impact of the winner-selection mechanism on users’ participation in OBCs and offer recommendations to OBCs’ organizers on how and when to leverage the factors to enhance user participation.


Paper Number 1401; Track Platforms; Short Paper



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