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As firms in the information technology (IT) industry create increasingly complex products and face escalating service demands, they resort to customer peer-based solutions such as discussion boards to contain service costs. In discussion boards, customers post questions about products and receive answers from their peers. The sustainability of discussion boards depends on attracting volunteers who are willing to contribute answers to posted questions. Many IT firms use token recognition, suchdblp:conf/icis/GuJ03 fatcat:3xgakeid3bffpdca4l5bxhrfs4