Customer-owned touch points have emerged as a central context for customers to interact
with one another on social media (Lemon and Verhoef 2016). Empirical research on
firms’ presence and behaviour in these forums is limited, especially as regards how this
presence affects customer experiences. This study is an attempt to address this this gap,
analysing customer experiences from such forums using self-determination theory as a
lens. The results show that companies’ efforts to control the discussions in such forums
have a negative impact on customers' cognitive experiences. However, firms’
intervention is welcomed when the intention is to add value to customers in these forums,
and allow customers to retain the feeling self-efficacy, and social affiliation and
autonomy (Ryan and Deci 2002).

• Tea Dahlgren(Stockholm University, Sweden)
• Fredrik Nordin(Stockholm University, Sweden)
• Ali Yakhlef(Stockholm University, Sweden)