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 brand community-swinging and, in turn, cultivates brand loyalty. Design/methodology/approach A questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses. Findings The results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty. Originality/value Previous research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.