Based on the survey data of Xiaomi community,this paper introduces perceived value as an intermediate variable to empirically consider the impact of user-generated content quality on customer brand management in virtual brand community.The results show that the user-generated content quality has a differential impact on perceived value and customer brand engagement,emotional value and social value have a positive impact on customer brand engagement,and functional value has no significant impact on customer brand engagement.At the same time,emotional value and social value play a significant me...
