Members’ approval of company activities in online communities1

Objectives Online communities are an attractive marketing platform for companies, but to date, research on members’ level of approval of company activities in online communities has been lacking. This study sheds light on this question. Methods Online survey data have been gathered through a large travel community but the respondents could think of any one community that they were familiar with when answering the questionnaire. As a result 374 usable responses were collected.