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The purpose of this paper is to examine the impact of the customer- and firm-focused driving factors, relationship quality (RQ), and identification on customer citizenship behaviors (CCB) on corporate social networking sites (SNS), as well as the impact of service attribute in such relationship.

A survey was conducted among the Facebook members of 7-Eleven (318) and Starbucks (316) in Taiwan to test the proposed framework. A structural equation modeling was used to test the validity of the research model and hypotheses.

The results reveal that SNS RQ and SNS identification are key factors affecting CCB, whereas financial bond (firm-focused) and consumer-company identification (customer-focused) are critical initiators. The findings reveal contingencies across service attributes for such effects. Experienced service firms can better encourage CCB by intimating SNS relationships with followers. Search firms should secure online identification to enable customers to perform CCB. The results also confirm the mediating effects of SNS RQ and SNS identification.

This study contributes to the literature by simultaneously examining the firm (external)- and individual (internal)-level of incentives, and to further reveal the main drivers encouraging CCB on corporate SNS. This study also belongs to the limited studies that discuss consumer voluntary behaviors on the corporate SNS. The results shed light on the existence of a contingency role for service attribute on SNS, and further suggest how firms with distinct attributes can effectively allocate their limited resources when encouraging CCB on SNS.