In the article "Online brand community engagement: Scale development and validation," the researchers identify various motivations for consumers' interactions within online brand communities. How do the findings that community members are motivated by both hedonic and utilitarian rewards influence the way brands should foster engagement in these communities?
1) Brands should focus solely on providing utilitarian rewards such as discounts and freebies to ensure continued engagement.
2) Neither hedonic nor utilitarian rewards are significant for community engagement, hence brands should focus on other motivational factors.
3) The study suggests that only hedonic rewards are effective, thus brands should exclusively design their communities to entertain their members.
4) Brands need to create a balance in their community strategy, providing both hedonic rewards like entertainment and fun, and utilitarian rewards like monetary incentives or exclusive deals.