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Bhattacharya, C.B. and Sen, S. (2003) Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67, 76-88.

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• TITLE: Exploring the Determinants of Community Engagement in Social Q & A Communities

  AUTHORS: Linlin Zhang, Yongwei Jiang

  KEYWORDS: Social Q & A Community, Community Engagement, Community Identification, Perceived Online Relationship Commitment, Attachment

  JOURNAL NAME: Journal of Service Science and Management, Vol.11 No.2, April 24, 2018

  ABSTRACT: Based on group identity and interpersonal bonds, this study constructs a theoretical framework to explain the influence mechanism of community engagement in social Q & A community users. According to the data received from 402 users of social Q & A community, this study empirically tested the proposed model. The results of structural equation modeling (SEM) showed that community identification is the antecedent of community engagement. And community identification plays a mediating role in the impact of perceived online relationship commitment on community engagement. Community prestige has a positive impact on community identification, and social presence and familiarity has a positive impact on the perceived online relationship commitment.