Multi-homing on SNSs: The role of optimum stimulation level and perceived complementarity in need gratification

•We develop a theoretical model of users’ intention to multi-home on SNSs.•Perceived complementarity between different SNSs drives multi-homing intention.•Optimum stimulation level positively influences perceived complementarity.•Complementarity in interpersonal communication enhances intention to multi-home.•Complementarity in gratifying information need strengthens multi-homing intention.