Virtual brand community based on the mobile social media is a new platform of value co-creation. It has become a hot research issue in recent years. Previous researches advocate that the enterprise is the value guide of the value co-creation activity, but there is no theoretical discussion on how the enterprise plays the role as a value guide. With a successful case of the mobile social media marketing in the world, Starbucks, this paper analyzes 469 qualitative data and constructed the virtual brand community value co-creation mechanism model of the mobile social media. The model illustrates how an enterprise can lead to value co-creation. Based on the model, this paper constructs three dimensions of value co-creation based on enterprise guidance: use of value, co-production and co-creation of performance. We also build seven guiding mechanisms for value co-creation of mobile social media virtual brand communities, namely consumer demand stimulation, strong brand communication, grounded consumer care, O2O experience, platform interaction, consumer engagement and strengthening of ties.
王晓武 徐伟 朱振中. 基于移动社交媒体的企业虚拟品牌社区价值共创引导机制研究[J]. 浙江工商大学学报, 2019, 33(2): 66-77.
WANG Xiaowu XU Wei ZHU Zhenzhong. The Guidance Mechanisms of Value Co-creation Based on Mobile Social Media Virtual Brand Community. Journal of Zhejing Gongshang University, 2019, 33(2): 66-77.
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2019, Vol. 33 
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