...Wenyuan Li; Jiajia Chen; Guifang Gu; Ping Wang Purpose In virtual brand communities, social presence enhances consumers’ participation willingness, but its underlying mechanism for continuous participation remains to be elucidated. This study aims to reveal the relationship between social presence...

...Longshan Chen; Leping Yuan; Zhangxiang Zhu Purpose This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities. Design/methodology/approach Through an in-depth...