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.
展开▼
