Baldus, Brian J. "Leveraging online communities to support the brand and develop the community." Journal of Internet commerce 17.2 (2018): 115-144.

This study investigates the importance of aligning marketing activities within online communities with the motivations of community members to enhance brand and community outcomes. Through a longitudinal study involving 256 members across 9 marketing research online communities in three industries, the research demonstrates that online communities can significantly impact brand assessments, brand-supportive, and community-supportive behaviors. The findings suggest that the process of leveraging marketing activities in online communities is more nuanced than previously understood.