The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services

Abstract

Purpose The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of products and services. Using use and gratification theory as a starting point, it also examines the impact of satisfaction of use of social media in the process of purchasing and re-purchasing products and services. Design/methodology/approach An online survey was conducted with 444 participants, and the data were analyzed using the partial least squares structural equation modeling technique to observe the effects between the variables of social media use, search information, communication with the company, purchase, re-purchase and satisfaction of use of social media. Findings The results reflect how the use of social media generates significant rewards that significantly impact the search for information and the communication with the company. The data also show how communication with the company has an impact on the purchase and re-purchase of products and services. Finally, it was empirically confirmed that the gratification received by users through social media use impacts satisfaction with social media use. Originality/value The results contribute to how social media impacts alternative evaluations through the gratification of user needs, resulting in motives and behaviors leading to the purchase of goods and services, as established by Use and Gratification Theory. In its contributions to the Academy, Use and Gratification Theory (U&G) explains why individuals use and share information using social media. First, it justifies the purchase and re-purchase of products and services due to user satisfaction according to users’ experience using social media. Second, it presents a vision of how the use of social media is a significantly important result in the gratification of consumer needs.