Why people participate actively in virtual communities

More and more Chinese internet users utilise virtual communities to share information and opinions. They are called publishers sometimes. They are active participators – ask or answer questions, provide information and share their opinions in virtual communities. They create information and gradually become the opinion leader of the virtual communities. In fact, their behaviours can protect a brand or destroy a brand. What motivations drive them to be positive in virtual communities? Through two-step investigation, this study indicates that emotion experience value, self-achievement value and social recognition value are the main drivers for them. This study implies that companies should provide relevant motivations for publishers to protect companies’ brands.