Abstract
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.
Highlights
With the rapid development of Internet, the way of getting information from the traditional face-to-face communication gradually transformed into online communication [1, 26]
Evaluation of User-Contributed Content Value Based on Weighted Knowledge Super-Network
Research on user interaction relationship is to find the influential users in virtual brand community, who have ability to diffuse information, interact with other members and conduct behaviors independently
Summary
With the rapid development of Internet, the way of getting information from the traditional face-to-face communication gradually transformed into online communication [1, 26]. Users join a virtual community mainly for information collection, knowledge transfer, social connection and social identity [7, 12]. Users’ behaviors in the virtual brand community include browse the forums, publish posts and interact with other members of the community [34]. They are create value to the community, which is an important resource of knowledge innovation and product marketing
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