Really new products (RNPs) create new product categories or at least significantly expand existing ones. The development of RNPs is a strategic priority for most companies.

We extend a model of social capital based on Wasko and Faraj (2005) to incorporate and contrast the direct impact of commitment to both the online community and the host firm, as well as reciprocity, on quality and quantity of knowledge contribution.

Building upon the social constructivist view on learning and drawing from literature on the firm-customer relationship in services marketing, we distinguish between functional and social benefits received by P3 community participants and study the central role of learning in influencing these benefit perceptions.

The corporate social responsibility (CSR) or sustainability debate has particular relevance to the gambling industry given the shift towards focusing on encouraging wellbeing in society. Governments and regulators are also becoming increasingly focused on the online industry to ensure gambling offerings uphold socially responsible standards that protect players.