From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community

The main purpose of the paper is to examine whether and how perceived interactivity in a virtual brand community affects preference realize sustainable development brand. In this study, we propose empirically test theoretical model by analyzing data collected from online members China. study confirms that (1) has positive effect on social value, emotional informational value; (2) value positively influence preference; (3) upward comparison moderates impact while downward negatively value. This highlighted role promoting preference. We believe findings offer reliable important insights for research practice management.