Name
Abstract | ||
|---|---|---|
•Brand microblogs are a type of social media brand community.•Purposive value and microblog identification directly influence participation.•Social value and entertainment value influence participation through identification.•At the brand level, microblog matrix size influences microblog identification.•Brand popularity moderates the effect of microblog matrix size. |
Year | DOI | Venue |
|---|---|---|
2017 | 10.1016/j.elerap.2017.05.002 | Electronic Commerce Research and Applications |
Keywords | Field | DocType |
Brand microblog,Community participation,Social identity,Perceived value,Multilevel modeling,Microblog matrix | Social identity theory,Social media,Brand community,Advertising,Computer science,Multilevel model,Microblogging,Popularity,Mediation (Marxist theory and media studies),Marketing,Brand awareness | Journal |
Volume | ISSN | Citations |
24 | 1567-4223 | 1 |
PageRank | References | Authors |
0.35 | 18 | 2 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Yue Jin | 1 | 3 | 1.72 |
| Jinghua Huang | 2 | 32 | 8.49 |