Bang, Juyoung, et al. "Motivations for and outcomes of participating in research online communities." International Journal of Market Research 60.3 (2018): 238-256.

This study investigates the motivations behind consumer participation in market research online communities (MROCs) and the central role of community identification in linking these motivations with their outcomes. Utilizing online survey data from 1,461 participants across various company-sponsored MROCs managed by a leading service provider in the U.S., the research uncovers that several motivations impact members' identification with MROCs. This identification significantly boosts members' perceptions of being heard by the sponsoring company, influencing their intentions to continue participating in the communities and their trust in the company's brand. The findings highlight the importance of listening to consumers in market research, offering valuable insights for both theoretical understanding and practical management of MROCs.