Abstract
The present study is preliminary research on the influence of interactivities and content quality on user‘s participation in the Facebook fan clubs. The major finding is that we examined the moderating effect of community type in this study. It helps us to understand which community characteristics have different influence on user‘s participation across two types of communities. Moreover, emotional connection plays a role as mediating variable in the relationship between members‘trust and participation in both communities. Individual‘s trust in other fans‘ability does not directly affect his participation but will affect his emotional connection with the fan club. Is follows that we should discuss other aspects of the interaction and content that are needed for a more comprehensive research. And further research is therefore warranted in different social networking platforms.