Journal
ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
Volume 15, Issue -, Pages 14-25Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.elerap.2015.12.001
Keywords
Social commerce; Brand loyalty; Relationship quality; Social networking site; Microblog
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Funding
- Fundamental Research Funds for Central Universities of China [WK2040160013]
- National Natural Science Foundation of China [71201149]
- Mitacs Canada [310331-110199]
- Natural Sciences and Engineering Research Council of Canada [210005-110199-2001]
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Social commerce enables companies to promote their brands and products on online social platforms. Companies can, for instance, create brand pages on social networking sites to develop consumer-brand relationships. In such circumstances, how to build consumers' brand loyalty becomes a critical concern. To address this, we draw upon the relationship quality perspective to suggest that brand loyalty is primarily determined by relationship quality, which is further influenced by self-congruence (i.e., the self factor), social norms (i.e., the social factor), information quality and interactivity (i.e., characteristics of brand pages). To test our model, we conduct an empirical survey on companies' brand microblogs. We find that all proposed hypotheses are supported. Interestingly, the self factor rather than other factors was found to have the strongest impact in the model. In addition to its noteworthy implications for practitioners, we believe that this study provides important theoretical insights into understanding how to build brand loyalty in social commerce. (C) 2015 Elsevier B.V. All rights reserved.
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