{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T14:24:32Z","timestamp":1777645472524,"version":"3.51.4"},"reference-count":53,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2019,4,1]],"date-time":"2019-04-01T00:00:00Z","timestamp":1554076800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Future Internet"],"abstract":"<jats:p>The customer\u2019s participation is important to the survival of a brand community. By drawing on flow theory, this research identified the most important factors that motivate the customers\u2019 participation intention than others in a social network-based brand community. Data were collected from the Sina micro-blog. This study adopted two different but complementary methods to analyse the conceptual model: Structure equation model (SEM) and fuzzy set qualitative analysis (fsQCA). Results support most of the research hypothesis. Specifically, the findings obtained from the fsQCA indicate that information quality and platform-interactivity are necessary conditions that encourage the customers\u2019 participation in a brand community.<\/jats:p>","DOI":"10.3390\/fi11040087","type":"journal-article","created":{"date-parts":[[2019,4,2]],"date-time":"2019-04-02T03:21:26Z","timestamp":1554175286000},"page":"87","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":15,"title":["Information Quality or Entities\u2019 Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation"],"prefix":"10.3390","volume":"11","author":[{"given":"Haichuan","family":"Zhao","sequence":"first","affiliation":[{"name":"Department of Marketing, School of Management, Shandong University, No. 27 Shanda South Road, Jinan 251000, China"}]}],"member":"1968","published-online":{"date-parts":[[2019,4,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"216","DOI":"10.1016\/j.jbusres.2012.07.015","article-title":"Brand communities embedded in social networks","volume":"66","author":"Zaglia","year":"2013","journal-title":"J. Bus. Res."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"825","DOI":"10.1016\/j.dss.2012.05.019","article-title":"Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention","volume":"53","author":"Zhao","year":"2012","journal-title":"Decis. 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