...Ying Jiang; Junyun Liao; Jiawen Chen; Yanghong Hu; Peng Du Purpose Users' knowledge sharing provides valuable resources for brand community participants and is, therefore, critical for the viability of virtual brand communities. Drawing from both self-determination theory (SDT) and psychological...

...Junyun Liao; Jiawen Chen; Xuebing Dong Purpose This study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory...

...Junyun Liao; Lu Wang; Minxue Huang; Defeng Yang; Haiying Wei Purpose In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group...

... with the intention to engage in electronic word-of-mouth (eWoM) behaviors. Design/methodology/approach The empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3...