Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation
The customer’s participation is important to the survival of a brand community. By drawing on flow theory, this research identified the most important factors that motivate the customers’ participation intention than others in a social network-based brand community. Data were col...
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| Format: | Article |
| Language: | English |
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MDPI AG
2019-04-01
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| Series: | Future Internet |
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| Online Access: | https://www.mdpi.com/1999-5903/11/4/87 |
| Summary: | The customer’s participation is important to the survival of a brand community. By drawing on flow theory, this research identified the most important factors that motivate the customers’ participation intention than others in a social network-based brand community. Data were collected from the Sina micro-blog. This study adopted two different but complementary methods to analyse the conceptual model: Structure equation model (SEM) and fuzzy set qualitative analysis (fsQCA). Results support most of the research hypothesis. Specifically, the findings obtained from the fsQCA indicate that information quality and platform-interactivity are necessary conditions that encourage the customers’ participation in a brand community. |
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| ISSN: | 1999-5903 |