Mediating roles of customer emotion on the relationship between positive customer paticipation and customer satisfaction in microblog

The purpose of this paper is to investigate empirically how and to what extent customer emotion mediates the relationship between positive customer participation and customer satisfaction, compared with customer value prior research suggested. Data collected from 239 valid microblog user questionnaires were analyzed by structural equation modelling. Empirical results confirm that customer emotion mediates the relationship between positive customer participation and customer satisfaction. Moreover, the mediating role of customer emotion is more effective than that of customer value. Finally, the paper discusses managerial implications and directions for future research.