Enhancing digital platform innovation through user engagement: socio-affective drivers of immersion and continuance in mobile SNS

In the context of digital transformation, mobile social networking services (SNS) function as platform-based innovations where sustained user engagement is essential for long-term value creation. This study develops and tests a model explaining how socio-affective factors drive immersion and continuance intention in mobile SNS environments. Drawing on social exchange theory and uses and gratifications theory, we examine the roles of social trust, self-expression, and empathy in shaping sharing behaviour and hedonic value, which subsequently influence immersive experience and continued platform use. Survey data were collected from 350 mobile SNS users and analysed using partial least squares structural equation modelling (PLS-SEM). The results show that social trust, self-expression, and empathy significantly enhance both sharing behaviour and hedonic value. In turn, sharing and hedonic value strongly predict immersion and continuance intention. Multi-group analysis further reveals gender differences in these relationships, indicating heterogeneous engagement mechanisms. This study contributes to technology innovation research by demonstrating how socio-affective processes support user-driven value co-creation and platform sustainability. The findings provide practical insights for designing and managing digital platforms to enhance user engagement and long-term performance.