The proliferation of virtual community (VC) has considerably and positively influenced the dissemination of information, however, in what sense that VC members will contribute and co-create value to a VC information needs further discussion. Based on the consumption value (social value,...

Purpose: Based on the Mehrabian–Russell theory, the purpose of this paper is to view the attributes of advertorial information as a stimulus in an online environment to examine the emotional states of consumers and their sequential behavioral responses. Moreover, materialism is proposed as a...