The aim of this study is to find out how to integrate consumer and firm resources to create value for the individual consumers. Through the perspectives of social capital theory and social exchange theory, both resources are integrated to induce consumer citizenship behavior which generates accumulation of the individual's relational benefit. This study also proposes the integrated theory of social exchange theory and social capital theory in the attempt to find out how resources embedded within community networks can be fostered and exchanged through online virtual communities. In addition, this study also explores the effect of the recently emerged "netizen" on consumer citizenship behavior, in which previous studies have not attempted. We tested our hypothesis by using survey data, and the result shows significant effects of individual resource and firm resource in influencing consumer citizenship behavior and consumer relational benefit. Research findings and managerial implications with future researches are discussed.
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