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PurposeUser value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores how the reciprocity norm moderates these relationships.Design/methodology/approachOur research data were collected from users across multiple brand communities, totaling 481 survey responses. Structural equation modeling was performed to test the research hypotheses.FindingsThese results provide in-depth insights into the nexus between user-community relationships and customer value co-creation behaviors. While community satisfaction and identification positively influence co-creation, their effects vary across different value co-creation behaviors. Notably, the reciprocity norm within the community dampens the relationship between community satisfaction and value co-creation behaviors.Originality/valueUnlike previous studies focusing on customer value co-creation behaviors, our research emphasizes social exchange, unveiling the mechanisms behind customer value co-creation. Our findings not only enrich the body of knowledge on customer value co-creation but also deepen our understanding of online collective behavior and knowledge sharing, offering valuable insights for the development of virtual communities.

Acknowledgements: This research received funding from the Australian Government through the Australian Research Council (project number: DP180101788) and through ARENA's Emerging Renewables Program. This work was also supported by the Aberdeen-Curtin Alliance. We wish to thank Li Dong, Shu Zhang and Yao Song for providing raw biochar, and Richard Gunawan and Zhitao Wang for assistance during rig set-up. ; Peer reviewed ; Postprint

10 páginas. 4 figuras.- referencias.- Supplementary data to this article can be found online at https://doi. org/10.1016/j.scitotenv.2022.153257 ; Identifying the drivers of the response of soil microbial respiration to warming is integral to accurately forecasting the carbon-climate feedbacks in terrestrial ecosystems. Microorganisms are the fundamental drivers of soil microbial respiration and its response to warming; however, the specific microbial communities and properties involved in the process remain largely undetermined. Here, we identified the associations between microbial community and temperature sensitivity (Q10) of soil microbial respiration in alpine forests along an altitudinal gradient (from 2974 to 3558 m) from the climate-sensitive Tibetan Plateau. Our results showed that changes in microbial community composition accounted for more variations of Q10 values than a wide range of other factors, including soil pH, moisture, substrate quantity and quality, microbial biomass, diversity and enzyme activities. Specifically, co-occurring microbial assemblies (i.e., ecological clusters or modules) targeting labile carbon consumption were negatively correlated with Q10 of soil microbial respiration, whereas microbial assemblies associated with recalcitrant carbon decomposition were positively correlated with Q10 of soil microbial respiration. Furthermore, there were progressive shifts of microbial assemblies from labile to recalcitrant carbon consumption along the altitudinal gradient, supporting relatively high Q10 values in high-altitude regions. Our results provide new insights into the link between changes in major microbial assemblies with different trophic strategies and Q10 of soil microbial respiration along an altitudinal gradient, highlighting that warming could have stronger effects on microbially-mediated soil organic matter decomposition in high-altitude regions than previously thought. ; This research was supported by the National Natural Science Foundation of China (32071595 and 41830756). We also thank the Fundamental Research Funds for the Central Universities (Program no. 2662019PY010 and 2662019QD055), Natural Science Fund of Hubei Province (2019CFA094), and the Strategic Priority Research Program (A) of the Chinese Academy of Sciences (Grant No. XDA20040502). We thank Hailong Li for his assistance in field sampling, and Jinhuang Lin for mapping sample locations. M.D-B. is supported by a Ramón y Cajal grant from the Spanish Government (agreement no. RYC2018-025483-I). References ; Peer reviewed