... to investigate how these specific value dimensions contribute to ICEFV and explore immersion’s moderating role. Uses and Gratifications Theory (UGT) posits that individuals function as active, goal-directed users who select specific media to satisfy various psychological and social needs (Katz, 1974...

... outcome variables (brand commitment and WOM). Originality/value The present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers...