Academic Journal of Business & Management, 2022, 4(17); doi: 10.25236/AJBM.2022.041702.
Jingyi Tang
School of Business, Nanjing Normal University, Nanjing, China
With the continuous development of the Internet and community economy, more and more companies are establishing virtual brand communities to attract customers to participate in corporate knowledge co-creation. This study explores the mechanism of virtual brand community atmosphere on customers' participation in extroverted knowledge co-creation using community belonging as a mediating variable, and finds that: The free, sharing, supportive, rewarding, and innovative atmosphere of virtual brand community have significant positive effects on extroverted knowledge co-creation; community belonging plays a mediating role in it.
virtual brand community atmosphere; community belonging; extroverted knowledge co-creation
Jingyi Tang. The Impact of Virtual Brand Community Atmosphere on Extroverted Knowledge Co-creation. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 6-10. https://doi.org/10.25236/AJBM.2022.041702.
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