An empirical study of the gratifications of customer resonance on purchase intention

Abstract

In recent years, social networks have become incredibly popular. Online communities such as Facebook, YouTube, and Flicker offer freely available user-created content that has enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on networks. These social networks have gradually become interpersonal communication platforms-away from traditional face-to-face and word-of-mouth interaction toward new forms of online communication referred to as electronic word-of-mouth such as user-generated content. Messages resonate when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topics resonate with them. The purpose of this study is to investigate what drives people to share or reply to content on social networks while customers` resonance arises and understand the impact of customer resonance on purchase intention in the social networks.