{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,29]],"date-time":"2026-03-29T00:16:09Z","timestamp":1774743369555,"version":"3.50.1"},"reference-count":96,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2023,9,14]],"date-time":"2023-09-14T00:00:00Z","timestamp":1694649600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["AJIM"],"published-print":{"date-parts":[[2025,1,2]]},"abstract":"Purpose<\/jats:title>Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.<\/jats:p><\/jats:sec>Design\/methodology\/approach<\/jats:title>The data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.<\/jats:p><\/jats:sec>Findings<\/jats:title>Path analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.<\/jats:p><\/jats:sec>Research limitations\/implications<\/jats:title>Theoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.<\/jats:p><\/jats:sec>Originality\/value<\/jats:title>Although mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-02-2023-0052","type":"journal-article","created":{"date-parts":[[2023,9,14]],"date-time":"2023-09-14T10:34:49Z","timestamp":1694687689000},"page":"113-132","source":"Crossref","is-referenced-by-count":11,"title":["Determining multi-dimensional motivations driving e-WOM intention and purchase intention on\u00a0WeChat: the significant role of\u00a0active participation"],"prefix":"10.1108","volume":"77","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6490-9035","authenticated-orcid":false,"given":"Hua","family":"Pang","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0009-0007-7011-2947","authenticated-orcid":false,"given":"Jingying","family":"Wang","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,9,14]]},"reference":[{"key":"key2025010116220543900_ref001","article-title":"Investigating the impact of social media images' value, consumer engagement, and involvement on eWOM of a tourism destination: a transmittal mediation approach","volume":"71","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2025010116220543900_ref002","doi-asserted-by":"crossref","first-page":"634","DOI":"10.1007\/s11747-009-0178-5","article-title":"The influence of C2C communications in online brand communities on customer purchase behavior","volume":"38","year":"2010","journal-title":"Journal of the Academy of Marketing Science"},{"key":"key2025010116220543900_ref003","doi-asserted-by":"crossref","first-page":"107","DOI":"10.1362\/147539215X14373846805707","article-title":"Personal level antecedents of eWOM and purchase intention, on social networking sites","volume":"14","year":"2015","journal-title":"Journal of Customer Behaviour"},{"key":"key2025010116220543900_ref004","doi-asserted-by":"crossref","first-page":"118","DOI":"10.1016\/j.jbusres.2022.03.068","article-title":"Former customers' E-WOM in social media platforms: an investigation of motives, network size and social ties","volume":"146","year":"2022","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2025010116220543900_ref005","doi-asserted-by":"crossref","first-page":"644","DOI":"10.1086\/209376","article-title":"Work and\/or Fun: measuring hedonic and utilitarian shopping value","volume":"20","year":"1994","journal-title":"Journal of Consumer Research"},{"issue":"7","key":"key2025010116220543900_ref006","doi-asserted-by":"crossref","first-page":"1099","DOI":"10.1287\/mnsc.1060.0545","article-title":"Open source software user communities: a study of participation in Linux user groups","volume":"52","year":"2006","journal-title":"Management Science"},{"issue":"4","key":"key2025010116220543900_ref007","first-page":"841","article-title":"The impact of community commitment on participation in online communities","volume":"22","year":"2010","journal-title":"Information Systems Research"},{"issue":"2","key":"key2025010116220543900_ref008","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1007\/BF00436035","article-title":"Measuring the hedonic and utilitarian sources of consumer attitudes","volume":"2","year":"1991","journal-title":"Marketing Letters"},{"issue":"4","key":"key2025010116220543900_ref009","doi-asserted-by":"crossref","first-page":"586","DOI":"10.1016\/j.jcps.2014.05.002","article-title":"Word of mouth and interpersonal communication: a review and directions for future research","volume":"24","year":"2014","journal-title":"Journal of Consumer Psychology"},{"issue":"1","key":"key2025010116220543900_ref010","doi-asserted-by":"crossref","first-page":"194","DOI":"10.1111\/1748-8583.12398","article-title":"Methodological threat or myth? 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