Applying uses and gratifications theory to understand customer participation in social media brand communities Perspective of media technology

Purpose The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth (WOM) in social media brand communities. Design/methodology/approach The data were collected from 352 respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling. Findings The findings depicted that among all gratifications obtained in the social media context, information seeking, incentive and brand likeability strongly affect customer participation, which sequentially affect brand trust, commitment and WOM in social media brand communities. In the context of social media brand communities, brand trust partially mediates the relationship between customer participation and its two outcome variables (brand commitment and WOM). Originality/value The present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers use social media and participate in social media brand communities.