How to intensify the individual's feelings of belonging to a social networking site?

Purpose – This paper aims to test an interaction effects model that includes perceived community support, community satisfaction, and post‐adoption behaviours by analysing a social networking site called Tuenti. Inclusion of routinisation as a moderator allows, in particular, the overcoming of inconsistencies of relationships among key drivers found in previous studies. Design/methodology/approach – The research uses partial least squares to estimate the parameters of the interaction effects model. Findings – Overall, community satisfaction leads Tuenti members to develop community participation and feelings of belonging, and identification with other members. In particular, routinised behaviours predispose members to a higher influence of community satisfaction on community integration – reducing the main effect of perceived support. The higher community satisfaction also results in a lower influence of perceived support on active participation. Originality/value – Although previous research provides evidence of the possible effects of perceived community support and satisfaction on social behaviours, a review of the literature reveals that there are still very few published studies that analyse the interaction effects of community satisfaction and routinisation and consequently, improve the explanatory power of the theoretical framework.