Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Purpose This study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences...