JultikaUniversity of Oulu repository

Based on interests and topics, different communities are created within social network platforms. Community members discuss questions, share information, and help others solve problems. Some social network communities are very successful and have attracted a lot of members, whereas other social network communities cannot sustain because members are not satisfied and leave. The current study investigates the factors associating with user’s satisfaction in the social network communities. Regulatory focus theory is used to frame the investigation. Based on regulatory focus theory, vanity, disinhibition, enjoyment, bridging social capital are proposed as promotion-focused goals, while privacy concern and risk aversion are categorised as prevention-focused goals. The research model is tested with the data collected from online questionnaire. Results suggest that individuals’ satisfaction increases when they feel disinhibited, obtain enjoyment, and gain bridging social capital in social network communities. The fulfilment of vanity is not regarded as a significant source of satisfaction in social network communities. This study has important contributions to literature and implications for practice.