This study demonstrates that customers change their motivation to engage in on-line settings depending on the interaction between the company and other customers. In on-line settings, where customers can observe how the company rewards other customers, customers compare own treatment with that of others, and consequently change their motivation to engage. Previous studies clarify the effect of rewards on customer motivation, though they do not consider the effect of rewards on other customers who just observe the rewarding activity. This research provides theoretical and managerial implications on how companies can manage customer motivation to engage when companies’ behavior to the individual customer is visible to all customers. In order to understand how a company’s attitude toward an individual who engages with them influences other members’ motivation to engage, I use Organization Citizenship Behavior research framework. How companies treat employees who in engage in citizenship behavior, for example, through praise or promotion, is visible to other employees in the firm. This situation is similar to the interaction between the company and customers in on-line interactions. The analysis presented in this paper is based on a unique data set of company and customer interactions drawn from YouTube, consisting of 1.2 million comments.