Many organizations seek to establish online innovation communities (ICs) to obtain valuable knowledge and innovative ideas, though both research and practice suggest that they also struggle to sustain continued, high‐quality member participation. Designated IC moderators might be able to...

Marketing messages are most effective if they reach the right customers. Deciding which customers to contact is thus an important task in campaign planning. The paper focuses on empirical targeting models. We argue that common practices to develop such models do not account sufficiently for...