This study examines value creation practices affect customers’ participation in online brand communities that in turn influence customer relationship. We conceptualize social media technology use with two components—content management and social media analytics following the knowledge management literature. Online survey matched with objective data from online platform will be employed to test research model. Partial Least Squares will be used to estimate the coefficients. It is expected to make three contributions: 1) we adapt value creation practices to the context of online brand communities; 2) we provide conceptualization of social media technology use and distinguish two components of the focal technology; 3) we theorize moderating effects of two technology components in the chain of relationships from value creation practices to customer participation and then to customer relationship performance.