Mu Hu

• Beihang University

Purpose Drawing upon the social cognitive and customer engagement theories, this study investigates how individuals’ simple follow, purely aiming for information but with little contribution, could affect fans behavior and make them engage in company social network (CSN). The study identifies the impact of personal motivators (follower participati...

Purpose: Thriving brand communities are inseparable from engaged members and their word-of-mouth behavior. The purpose of this paper is to investigate which customer experience elevates customer engagement and consequent word-of-mouth intention in online brand communities, and how. Design/methodology/approach: From the perspective of service ecosys...

Live video streaming has been a global economic and social phenomenon in recent years. Many streaming platforms such as Twitch and YouTube Live have been founded and demonstrated unprecedented growth across the world. Yet, researchers have paid insufficient attention to understanding the massive participation behavior exhibited by live video stream...

As a proxy for the vitality of online brand community, effective interaction has always been viewed as a prerequisite for the formation of harmonious organization atmosphere and high degree of organizational identity. To investigate the process, this study proposes a model delineates the relationship among community interactions, harmonious communi...

A community's development and sustainability rely heavily on user participation. Facing fierce competition among video websites, many companies have been consciously elevating user participation through the practice of video sharing communities. However, few studies have discussed this phenomenon. The purpose of this paper is to examine the effecti...

Company social networks have become an important means for the socialized marketing of a company, forming a new challenge to companies on how to attract customers. Based on such theories as customer engagement, value co-creation, and relationship marketing, this paper presents a model of the influence of customer engagement on stickiness. Data coll...