Community identification increases consumer‐to‐consumer helping, but not always

Purpose – When consumers help other users of the same brand, both the brand and consumers benefit. To determine when consumer‐to‐consumer helping behaviors occur and to help managers encourage this value‐creating activity, this paper aims to investigate relationships between social identification and helping behavior intentions within a consumption community and its subgroups. Design/methodology/approach – Surveys were given to consumers identified as members of a consumption community during an annual consumption event. Data were analyzed using structural equation modeling. Findings – Consumers' identification with the overall community was positively related to helping behavior intentions toward the overall community, but not subgroup level. Subgroup identification was positively related to helping at the subgroup but negatively related to helping behavior intentions at the community level. When consumers identify with the overall community, they assist other consumers. However, consumers are less likely to help consumers in the overall community when identifying with a subgroup. Practical implications – When consumers identify with a consumption community and its subgroups, their identification can lead to helping between members. Voluntary helping between consumers provides value to consumers and contributes to the firm's value‐creation process. This study helps managers understand how consumption community development simultaneously encourages and discourages consumer value‐creation through helping behaviors. Originality/value – This study examines consumer value‐creation through the context of consumer helping intentions within consumption communities on a continuum, as opposed to the dichotomy implied by prior research. This study empirically demonstrates how consumers' membership in subgroups can motivate consumers to help some, but not other consumption community members.