Bu, Qingjuan; Jin, Yongsheng; Li, Zhaohui - In: Journal of Contemporary Marketing Science 3 (2020) 3, pp. 281-302
Purpose: With the development of social networking service and WeMedia, virtual brand community has become a typical platform of value co-creation and customers have become a core subject of value co-creation. The high proportion of negative members and even zombie members has become an...