How Does an AI-Enabled Supportive Climate Influence Users’ Continuous Participation in Social Media Brand Communities? — An Empirical Study Based on Self-Determination Theory

Authors

• Yao Zhang, China University of Geosciences, Wuhan, China
• Zhuoyao Song, China University of Geosciences, Wuhan, ChinaFollow
• Jing Zhang, China University of Geosciences, Wuhan, China

Recommended Citation

Zhang, Yao; Song, Zhuoyao; and Zhang, Jing, "How Does an AI-Enabled Supportive Climate Influence Users’ Continuous Participation in Social Media Brand Communities? — An Empirical Study Based on Self-Determination Theory" (2026). WHICEB 2026 Proceedings. 103.
https://aisel.aisnet.org/whiceb2026/103