Evaluation of User Contribution Value in the Virtual Brand Community

Zhihong Li; Yanhong Zhou

doi:doi:10.11648/j.jwer.20170604.11

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Evaluation of User Contribution Value in the Virtual Brand Community

Zhihong Li, Yanhong Zhou

Published in Journal of World Economic Research (Volume 6, Issue 4)

Received: 24 April 2017 Accepted: 3 May 2017 Published: 5 July 2017

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Abstract

Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.

Published in	Journal of World Economic Research (Volume 6, Issue 4)
DOI	10.11648/j.jwer.20170604.11
Page(s)	46-53
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Virtual Brand Community, User Behavior, User Contribution Value, Knowledge Network, Weighted Knowledge Super-Network

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APA Style

Zhihong Li, Yanhong Zhou. (2017). Evaluation of User Contribution Value in the Virtual Brand Community. Journal of World Economic Research, 6(4), 46-53. https://doi.org/10.11648/j.jwer.20170604.11

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ACS Style

Zhihong Li; Yanhong Zhou. Evaluation of User Contribution Value in the Virtual Brand Community. J. World Econ. Res. 2017, 6(4), 46-53. doi: 10.11648/j.jwer.20170604.11

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AMA Style

Zhihong Li, Yanhong Zhou. Evaluation of User Contribution Value in the Virtual Brand Community. J World Econ Res. 2017;6(4):46-53. doi: 10.11648/j.jwer.20170604.11

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@article{10.11648/j.jwer.20170604.11,
  author = {Zhihong Li and Yanhong Zhou},
  title = {Evaluation of User Contribution Value in the Virtual Brand Community},
  journal = {Journal of World Economic Research},
  volume = {6},
  number = {4},
  pages = {46-53},
  doi = {10.11648/j.jwer.20170604.11},
  url = {https://doi.org/10.11648/j.jwer.20170604.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jwer.20170604.11},
  abstract = {Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.},
 year = {2017}
}

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TY  - JOUR
T1  - Evaluation of User Contribution Value in the Virtual Brand Community
AU  - Zhihong Li
AU  - Yanhong Zhou
Y1  - 2017/07/05
PY  - 2017
N1  - https://doi.org/10.11648/j.jwer.20170604.11
DO  - 10.11648/j.jwer.20170604.11
T2  - Journal of World Economic Research
JF  - Journal of World Economic Research
JO  - Journal of World Economic Research
SP  - 46
EP  - 53
PB  - Science Publishing Group
SN  - 2328-7748
UR  - https://doi.org/10.11648/j.jwer.20170604.11
AB  - Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.
VL  - 6
IS  - 4
ER  -

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Author Information

Zhihong Li

Department of Business Administration, South China University of Technology, Guangzhou, China
Yanhong Zhou

Department of Business Administration, South China University of Technology, Guangzhou, China

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APA Style

Zhihong Li, Yanhong Zhou. (2017). Evaluation of User Contribution Value in the Virtual Brand Community. Journal of World Economic Research, 6(4), 46-53. https://doi.org/10.11648/j.jwer.20170604.11

Copy | Download

ACS Style

Zhihong Li; Yanhong Zhou. Evaluation of User Contribution Value in the Virtual Brand Community. J. World Econ. Res. 2017, 6(4), 46-53. doi: 10.11648/j.jwer.20170604.11

Copy | Download

AMA Style

Zhihong Li, Yanhong Zhou. Evaluation of User Contribution Value in the Virtual Brand Community. J World Econ Res. 2017;6(4):46-53. doi: 10.11648/j.jwer.20170604.11

Copy | Download

@article{10.11648/j.jwer.20170604.11,
  author = {Zhihong Li and Yanhong Zhou},
  title = {Evaluation of User Contribution Value in the Virtual Brand Community},
  journal = {Journal of World Economic Research},
  volume = {6},
  number = {4},
  pages = {46-53},
  doi = {10.11648/j.jwer.20170604.11},
  url = {https://doi.org/10.11648/j.jwer.20170604.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jwer.20170604.11},
  abstract = {Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.},
 year = {2017}
}

Copy | Download

TY  - JOUR
T1  - Evaluation of User Contribution Value in the Virtual Brand Community
AU  - Zhihong Li
AU  - Yanhong Zhou
Y1  - 2017/07/05
PY  - 2017
N1  - https://doi.org/10.11648/j.jwer.20170604.11
DO  - 10.11648/j.jwer.20170604.11
T2  - Journal of World Economic Research
JF  - Journal of World Economic Research
JO  - Journal of World Economic Research
SP  - 46
EP  - 53
PB  - Science Publishing Group
SN  - 2328-7748
UR  - https://doi.org/10.11648/j.jwer.20170604.11
AB  - Virtual brand community has become the platform for users to obtain product knowledge, share experience and interact with other members. However, integrative research that investigates the process and possible contribution of these behaviors in the virtual brand community remains limited. Based on an extensive review of literature on user behavior, we divide user contribution value into user-contributed content value and user interaction value. Then we use weighted knowledge super-network model and weighted knowledge network model to estimate the value of users. We test our model with a dataset from a Chinese virtual brand community, Millet forum. According to the different features of users, we build a two-dimensional matrix of user contribution value. Our model and findings provide important implications for better understand and manage users in the virtual brand community.
VL  - 6
IS  - 4
ER  -

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