Dr Ho has over ten-year experience in top management positions of multinational information technology and restaurant chain. In his PhD research, he conceptualised the consumers’ virtual community behaviours. The research examined the significance of distinct determinants in driving self-disclosure (posting) and non-self-disclosure activities (viewing). The research findings improve the understanding of the Commitment-Trust Theory and MOA Theory in the context of virtual communities, which may serve as operational guidelines to practitioners, promoting member participation in posting and/or viewing and allowing their virtual communities to achieve or sustain success.