Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation

Haichuan Zhao
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Haichuan Zhao: Department of Marketing, School of Management, Shandong University, No. 27 Shanda South Road, Jinan 251000, China

Future Internet, 2019, vol. 11, issue 4, 1-15

Abstract: 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.

Keywords: participation intention; customer-centric relationship; information quality; flow; SEM; fsQCA (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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