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 |
| _version_ | 1818293200262004736 |
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| author | Haichuan Zhao |
| author_facet | Haichuan Zhao |
| author_sort | Haichuan Zhao |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-13T03:12:04Z |
| format | Article |
| id | doaj.art-bec596ddcc7247fd987114a1f0971dbf |
| institution | Directory Open Access Journal |
| issn | 1999-5903 |
| language | English |
| last_indexed | 2024-12-13T03:12:04Z |
| publishDate | 2019-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Future Internet |
| spelling | doaj.art-bec596ddcc7247fd987114a1f0971dbf2022-12-22T00:01:34ZengMDPI AGFuture Internet1999-59032019-04-011148710.3390/fi11040087fi11040087Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community ParticipationHaichuan Zhao0Department of Marketing, School of Management, Shandong University, No. 27 Shanda South Road, Jinan 251000, ChinaThe 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.https://www.mdpi.com/1999-5903/11/4/87participation intentioncustomer-centric relationshipinformation qualityflowSEMfsQCA |
| spellingShingle | Haichuan Zhao Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation Future Internet participation intention customer-centric relationship information quality flow SEM fsQCA |
| title | Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation |
| title_full | Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation |
| title_fullStr | Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation |
| title_full_unstemmed | Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation |
| title_short | Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation |
| title_sort | information quality or entities interactivity understanding the determinants of social network based brand community participation |
| topic | participation intention customer-centric relationship information quality flow SEM fsQCA |
| url | https://www.mdpi.com/1999-5903/11/4/87 |
| work_keys_str_mv | AT haichuanzhao informationqualityorentitiesinteractivityunderstandingthedeterminantsofsocialnetworkbasedbrandcommunityparticipation |