Why do consumers participate in brand microblogs?
作者：
Highlights：
• Brand microblogs are a type of social media brand community.
• Purposive value and microblog identification directly influence participation.
• Social value and entertainment value influence participation through identification.
• At the brand level, microblog matrix size influences microblog identification.
• Brand popularity moderates the effect of microblog matrix size.
摘要
•Brand microblogs are a type of social media brand community.•Purposive value and microblog identification directly influence participation.•Social value and entertainment value influence participation through identification.•At the brand level, microblog matrix size influences microblog identification.•Brand popularity moderates the effect of microblog matrix size.
论文关键词：Brand microblog,Community participation,Social identity,Perceived value,Multilevel modeling,Microblog matrix
论文评审过程：Received 23 August 2016, Revised 5 May 2017, Accepted 6 May 2017, Available online 8 May 2017, Version of Record 20 May 2017.
论文官网地址：https://doi.org/10.1016/j.elerap.2017.05.002
