Berger, Sven C., and Christian M. Messerschmidt. "Babbling before banking? Online communities and pre‐purchase information seeking." International Journal of Bank Marketing 27.6 (2009): 446-466.

This paper delves into the role of online communities in the process of seeking information for purchasing financial products, proposing a theoretical framework based on community, environment, and user characteristics. Through a survey among German consumers, the study validates the framework and highlights financial knowledge and employment status as significant factors influencing the usage of financial communities. While the research focuses on Germany, it sets the stage for further international studies and suggests practical implications for financial service providers to incorporate online community insights into their strategy, emphasizing the importance of word-of-mouth communication and user engagement.