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Customer values and patronage intention in social media networks: mediating role of perceived usefulness

Parinda Doshi (Department of Commerce and Business Management, The Maharaja Sayajirao University of Baroda, Vadodara, India)
Priti Nigam (Department of Commerce and Business Management, The Maharaja Sayajirao University of Baroda, Vadodara, India)
Bikramjit Rishi (School of Management and Entrepreneurship, Shiv Nadar Institution of Eminence (SNIoE), Deemed to be University, Greater Noida, India)

VINE Journal of Information and Knowledge Management Systems

ISSN: 2059-5891

Article publication date: 21 March 2023

262

Abstract

Purpose

This paper aims to validates a framework using the Uses and Gratifications Theory (UGT) to study the effect of values, i.e. Functional Value (FV), Social Value (SV), Emotional Value (EV) and Monetary Value (MV), on the Patronage Intention (PI) of Social Network Users (SNU’s) with mediating role of Perceived Usefulness (PU).

Design/methodology/approach

A survey method was used to collect responses from 302 SNUs, and the variance-based structural equation method was used to understand the relationships among the constructs.

Findings

The results found a significant positive effect of FV and EV on Perceived Usefulness (PU) and MV and PU on Patronage intention (PI) of SNUs. Further, PU partially mediated the relationship of EV with PI.

Originality/value

This study used the UGT to understand the effect of values on the PI of SNUs. This research study contributes to the existing social networks/social media literature.

Keywords

Acknowledgements

The study have not received any funding. The authors are thankful to the editor and the anonymous reviewers for the feedback to improve the manuscript.

Citation

Doshi, P., Nigam, P. and Rishi, B. (2023), "Customer values and patronage intention in social media networks: mediating role of perceived usefulness", VINE Journal of Information and Knowledge Management Systems, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/VJIKMS-07-2022-0217

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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