To participate or not to participate in a brand micro-blog : Facilitators and inhibitors
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
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Detail(s)
Original language | English |
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Pages (from-to) | 1774-1785 |
Journal / Publication | Information Development |
Volume | 32 |
Issue number | 5 |
Publication status | Published - 1 Nov 2016 |
Link(s)
Abstract
Customers’ participation is crucial to the brand micro-blog. However, many brand micro-blogs still face the challenge of low interactive or non-interactive participation. In this paper, we propose a conceptual model that specifies four facilitators (information quality, entertainment value, service quality, and social interaction) and two inhibitors (information overload and advertising reactance) as the key determinants of brand micro-blog participation intention, and we propose that these facilitators and inhibitors in combination determine followers’ identification with the brand micro-blog, and identification eventually determines whether the followers will participate in the brand micro-blog. The data of this study was collected through a quasi-experiment conducted within the Sina micro-blog. The findings confirm that information quality, entertainment value, service quality, and social interaction are four significant facilitators of brand micro-blog participation intention. The findings also show that information overload is a significant inhibitor of brand micro-blog participation intention.
Research Area(s)
- brand micro-blog, facilitator, identification, inhibitor, participation intention
Citation Format(s)
To participate or not to participate in a brand micro-blog : Facilitators and inhibitors. / Zhao, Haichuan; Su, Chenting; Hua, Zhongsheng.
In: Information Development, Vol. 32, No. 5, 01.11.2016, p. 1774-1785.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review