Purpose Brand microblogs have been adopted as a new approach to promote products or services and maintain relationships with consumers for companies, but literature on why consumers are willing to participate on these microblogs is still relatively limited. The purpose of this study is to examine factors affecting consumers’ participation on brand microblogs and then indicate the underlying mechanism of this process based on elaboration likelihood model (ELM), commitment–trust theory and social presence. Design/methodology/approach An online survey was conducted in China to investigate consumers who followed brand microblogs. A total of 380 valid responses were collected, and the data were analyzed by the partial least squares structural equation modeling to assess the proposed research model. Findings The findings show that argument quality and source credibility of a brand microblog are two important factors that enhance consumers’ community commitment and trust toward the microblog, which, in turn, promote their participation intention. In addition, social presence has a moderating effect on the relationship between trust toward brand microblog and participation. Originality/value This study extends the understanding regarding consumers’ information adoption processes in brand microblogs from both central and peripheral routes based on ELM. Besides, the role of trust in affecting consumers’ participation and community commitment in the context of brand microblog has been examined from a more detailed perspective. Finally, this paper better reveal the role of social presence in brand communities by focusing on its moderating effect on the relationship between commitment–trust and consumers’ participation. These findings can provide entrepreneurs with insights into strengthening consumers’ participation and operating their brand microblogs in the long-term.

Purpose The purpose of this paper is to explore motivations that drive consumers’ purchase intention in social commerce, and then examine whether social presence can work as a moderator in this process. Design/methodology/approach A research model was developed based on stimulus-organism-response model by integrating trust, argument quality, social presence and purchase intention. Using the data collected from 288 valid online questionnaires, the proposed model was empirically assessed by partial least square (PLS) SEM. Findings The results show that trust toward social commerce site and trust toward site members are determinants of purchase intention, and the later one can be triggered by the argument quality of consumer-generated contents (perceived informativeness and perceived persuasiveness). Besides, consumers’ social presence has a moderating effect on the relationship between trust toward site members and purchase intention. Originality/value This study indicates a new mechanism of trust based on the context of social commerce. The findings will contribute to social commerce literature by offering a well proven conceptual model that facilitates the understanding of consumers’ purchase decision-making processes.

Purpose The purpose of this paper is to examine some drivers of users’ participation in online social question-and-answer (Q&A) communities based on social cognitive theory and then identify the underlying mechanism of this process. Design/methodology/approach This study developed a research model to test the proposed hypotheses, and an online survey was employed to collected data. Totally, 313 valid responses were collected, and partial least squares structural equation modeling was adopted to analyze these data. Findings This study empirically finds that the outcome expectations (personal outcome expectations and knowledge self-management outcome expectations) are positively related to participation in online social Q&A communities. At the same time, users’ self-efficacy positively influences their participation behaviors. It can not only directly motivate users’ participation, but also indirectly promote participation behaviors through the two dimensions of outcome expectations. Besides, perceived expertise and perceived similarity are two positive and significant environmental elements affecting users’ participation. Originality/value This study extends the understanding about how participation behaviors will be motivated in the context of online social Q&A communities. Drawing on the social cognitive theory, constructs were established based on the features of these communities. Meanwhile, some mediating effects in the motivating process were also discussed.

Purpose The purpose of this paper is to explore how social network fatigue affects continuance intention of social networking services (SNSs) from a more comprehensive perspective. Design/methodology/approach A research model was proposed by integrating uses and gratification theory (UGT), social network fatigue and continuance intention. The relationships between the three dimensions of UGT and continuance intention were examined, as well as the direct and moderating effects of social network fatigue. To collect data, an online survey was adopted, and 227 valid responses were analyzed by structural equation modeling. Findings The empirical findings demonstrate that utilitarian gratification (information seeking), social gratification (social interaction) and hedonic gratification (perceived enjoyment) are positively associated with SNS users’ continuance intention. Meanwhile, social network fatigue can directly and negatively affect continuance intention. Furthermore, the relationships between the two dimensions of UGT (information seeking, perceived enjoyment) and continuance intention are also negatively moderated by social network fatigue. Originality/value This study contributes to the understanding about the relationship between continuance intention and social network fatigue. The authors indicate that social network fatigue will not only directly weaken SNS users’ continuance intention, but also negatively influence the formation process of the continuance intention. Some other theoretical and practical implications are also provided.

Purpose The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment. Design/methodology/approach The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach. Findings The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication. Research limitations/implications The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided. Originality/value This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.