Evaluation of User Contribution Value in the Virtual Brand Community
Journal of World Economic Research
Volume 6, Issue 4, August 2017, Pages: 46-53
Received: Apr. 24, 2017; Accepted: May 3, 2017; Published: Jul. 5, 2017
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Zhihong Li, Department of Business Administration, South China University of Technology, Guangzhou, China
Yanhong Zhou, Department of Business Administration, South China University of Technology, Guangzhou, China
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Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.
Virtual Brand Community, User Behavior, User Contribution Value, Knowledge Network, Weighted Knowledge Super-Network
To cite this article
Zhihong Li, Yanhong Zhou, Evaluation of User Contribution Value in the Virtual Brand Community, Journal of World Economic Research. Vol. 6, No. 4, 2017, pp. 46-53. doi: 10.11648/j.jwer.20170604.11
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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