Purpose The purpose of this paper is to explore the moderating role of social media usage in the relationship among multicultural experiences, cultural intelligence, and creativity. Design/methodology/approach This study conducted a questionnaire survey in three public universities in China and obtained 310 useful responses from international students. Findings The authors categorized social media usage into informational and socializing usage. Findings show that socializing social media usage strengthens the relationship between multicultural experiences and cultural intelligence, whereas informational social media usage does not strengthen such relationship. Research limitations/implications The findings suggest that practitioners, such as managers or university administrators, should focus on well-designed multicultural activities in the development of individual creativity. They should also acknowledge the enabling role of cultural intelligence in developing individual creativity and realize that social media usage should be differentiated from the outcomes of its usage. Originality/value This study contributes to the knowledge on the moderating role of social media usage in the relationship between multicultural experiences and creativity based on experiential learning theory. The study presents the relationship among multicultural experiences, cultural intelligence, and creativity. Moreover, by investigating the moderating roles of informational and socializing social media usage, the authors presented that an IT contingent view of multicultural experiences is helpful in understanding the relationship between multicultural experiences and cultural intelligence.

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BACKGROUND: Social attachment has been identified as a key antecedent motivating users’ social media involvement. However, there is a scarcity of research investigating whether and how three dimensions of social attachment exert impacts on users’ continuous usage intention of social media. OBJECTIVE: Based on structural equation model analysis, the current research clarifies the relationships between social attachment, affective commitment and social media continuous usage intention, which unveils the underlying mechanism through which three dimensions of social attachment influence users’ continuous usage intention of social media. METHODS: A survey was conducted with 536 informative responses obtained from TikTok public users for hypothesis testing analysis. RESULTS: Results indicate that three dimensions of social attachment (social connections, social dependence and social identity) are all positively related to users’ continuous usage intention of social media. Affective commitment partially mediates the relationship between social attachment and users’ continuous usage intention of social media. CONCLUSIONS: The current research makes an in-depth study about the underlying mechanism whereby social attachment exerts impacts on social media continuous usage intentionand provides several managerial and theoretical implications. Future research directions are discussed as well.