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

Department of Marketing, School of Management, Shandong University, No. 27 Shanda South Road, Jinan 251000, China
Future Internet 2019, 11(4), 87; https://doi.org/10.3390/fi11040087
Received: 11 March 2019 / Revised: 22 March 2019 / Accepted: 27 March 2019 / Published: 1 April 2019
(This article belongs to the Section Techno-Social Smart Systems)
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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. View Full-Text
Keywords: participation intention; customer-centric relationship; information quality; flow; SEM; fsQCA participation intention; customer-centric relationship; information quality; flow; SEM; fsQCA
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Zhao, H. Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation. Future Internet 2019, 11, 87.

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