A study on the influencing factors of user knowledge sharing in virtual brand communities from the perspective of configuration

Purpose User knowledge sharing in virtual brand communities is a source of insight into consumer needs and product innovation for businesses. To enhance the effectiveness of user knowledge sharing, community operations need to organically combine governance measures with brand strategy. Therefore, this study aims to explore the synergistic effect of governance mechanisms and brand equity on user knowledge sharing. Design/methodology/approach This study utilises 297 questionnaire responses from the Xiaomi, Huawei and Apple communities, using the fsQCA method to reveal the configurational impact of governance mechanisms and brand equity on the knowledge sharing intentions of users in virtual brand communities. Findings The willingness of users in brand communities to share knowledge is not determined solely by governance mechanisms or the existence of brand equity, but rather by their specific combination patterns. There are three types of promotional combinations and two types of inhibitory combinations, with community co-governance and perceived quality being the core factors. Originality/value Monitoring is not always conducive to knowledge sharing among users. Users with high brand equity are more willing to share knowledge under a co-governance model, while strict community monitoring weakens the willingness of users with low brand equity to share knowledge. Therefore, brand communities should adopt a co-governance model for core user groups (high brand engagement, high activity) and a special governance combination of reduced monitoring and progressive incentives for new user groups.