... structural equation modeling (SEM). Findings The authors' study challenges previous assumptions by integrating institutional logic, affordance and social identity theories. The authors establish a perceived affordance path for rural governance information systems, recognize substitute effects among...

... to examine the empirical data with an aim to uncover new observations about both online pro-brand and anti-brand community participation. © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Social support Social identity theory Artificial neural network...

... be contacted at: lchsu@mail.dyu.edu.tw © Emerald Group Publishing Limited 2015 Social identity theory Brand fan page Brand passion Community citizenship behaviour Perceived community-brand similarity Contemporary marketing literature focussed on social media platforms, which used...