To participate or not to participate in a brand micro-blog

Customers’ participation is crucial to the brand micro-blog. However, many brand micro-blogs still face the challenge of low interactive or non-interactive participation. In this paper, we propose a conceptual model that specifies four facilitators (information quality, entertainment value, service quality, and social interaction) and two inhibitors (information overload and advertising reactance) as the key determinants of brand micro-blog...