... of the investigated constructs and users’ various activity levels. Design/methodology/approach This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community...

... survey was conducted to verify the corresponding relationships. Subsequently, the authors quantified and applied the relationship between the proposed CPA model and consumption values theory. Findings – During the experiment, functional and social values yielded more accurate predictions. Contrary...