Influence of user gratifications and image engagements on continuous image use behaviour among Malaysian students

Current trends show that social media is a medium of communication that allows users to share information such as images that can cause various engagements among users, whether they like it or not. However, there are little research focuses on the user gratifications that drives image engagements towards continuous image use behaviour inclusive in Malaysia. Therefore, the main objective of this research is to develop a model for the user gratifications and image engagements on continuous image use behaviour among Malaysian students that integrates constructs from the Use and Gratification Theory, Two-Sided Structure in social media, and Extended IT Continuance Model. This research uses quantitative methods and questionnaires as data collection techniques. The Fuzzy Delphi Method is used to evaluate the research model, while the Lawshe Method is used to evaluate the research instruments. A total of 530 data were collected from August to October 2021 from four MARA Higher Educational Institute around the Klang Valley. The PLS-SEM technique is used to analyse the collected data, and the expert judgement is used to validate the model discovered. The result shows the gratification factor does influence user satisfaction in image use on social media. Meanwhile, 'Continuance Intention' and ‘Satisfaction’ are partially mediated by ‘Post’ and ‘Share’ engagement, and males moderated more between 'Information Sharing' and 'Satisfaction' than females. The research findings contribute to theoretical knowledge by understanding continuance use behaviour and industry implications for optimising user experiences and marketing efforts.