Social　Media　Communities　(SMCs)　are　fast　growing　in　acceptance　for　users,　but　the　willingness　to　help　online　SMCs　requires　further　exploration　on　what　makes　some　online　communities　more　successful　than　others.　The　study　integrates　cognitive　absorption,　social　capital　and　perceived　value　as　the　antecedents　of　users’　willingness　to　help　the　online　communities;　it　furthermore　affects　the　SMC　continuance.　The　results　reveal　the　importance　of　cognitive　absorption　and　perceived　value　that　plays　a　crucial　role　and　social　capital　produces　indirect　effects　in　predicting　the　willingness　to　help　online　SMCs　in　the　model.　Based　on　the　findings,　practical　implications　for　SNC　marketing　strategies　and　theoretical　implications　will　be　provided.　©　2015　Taylor　&　Francis　Group,　London.