Factors influencing customers’ willingness to participate in virtual brand community’s value co-creation The moderating effect of customer involvement

• Published in: Online information review Vol. 43; no. 3; pp. 440 - 461
• Main Authors: Zhao, Yang, Chen, Yawen, Zhou, Ruoxin, Ci, Yinping
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 10.06.2019
• Subjects: Achievement Need; Behavior; Brand identification; Brand loyalty; Clubs; Cognition & reasoning; Community; Community participation; Community Relations; Consumption; Customer relations; Customer services; Customers; Empirical analysis; Environment; Epistemology; Grounded theory; Group Behavior; Internet; Interpersonal Relationship; Knowledge sharing; Literature Reviews; Merchandise Information; Participation; Researchers; Self Efficacy; Self Evaluation (Individuals); Sharing Behavior; Social Cognition; Social Media; Social networks; User generated content; Value creation; Virtual communities

PurposeThe purpose of this paper is to explore the factors influencing customers’ willingness to participate in virtual brand community’s value co-creation and help companies better operating the virtual brand community.Design/methodology/approachBased on social cognitive theory and the features of...