Zhou, Zhimin; Wu, Jane Peihsun; Zhang, Qiyuan; Xu, Shen - In: Journal of Business Research 66 (2013) 12, pp. 2438-2443
to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived …, both informational value and perceived social value play full mediating roles; for visitors without brand ownership, both … values play partial mediating roles. In addition, for visitors with brand ownership, informational value is just as important …