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

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  • Haichuan Zhao

    (Department of Marketing, School of Management, Shandong University, No. 27 Shanda South Road, Jinan 251000, China)

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.

Suggested Citation

  • Haichuan Zhao, 2019. "Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation," Future Internet, MDPI, vol. 11(4), pages 1-15, April.
    • Handle: RePEc:gam:jftint:v:11:y:2019:i:4:p:87-:d:219021
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    References listed on IDEAS

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    2. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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