Leveraging the power of online social networks: a contingency approach

Purpose - The purpose of this paper is to examine online community loyalty through an extension of the theory of planned behaviour by incorporating motivational drivers of enjoyment and compatibility and the moderating role of consumer traits. Design/methodology/approach - Data were collected using an online survey of 382 Facebook users in Malaysia. Structural equation modelling was used to assess the hypothesised relationships. Findings - Findings reveal that individuals' attitude towards social network usage is associated with three factors: social influence, compatibility and enjoyment; attitude and usage behaviour are the determinants of online community loyalty. In addition, moderating effects are found in innovativeness and social network user experience. Research limitations/implications - Generalisation of the results to other contexts or populations should be made with caution given the study's focus on Facebook and its use of non-probability sampling. Future research can cross-validate or extend the theoretical model across different samples and/or virtual community settings. Practical implications - This study highlights the importance of designing online brand community web sites which are not only appealing and enjoyable but also acts as an outlet for its members to build upon their experiences and showcase their innovativeness. Originality/value - This research contributes to a better understanding of how personal factors can either strengthen or attenuate a member's loyalty to his or her online community. The research framework developed in this study can serve as a springboard for future research to examine other virtual community engagement such as blogging, online advertising and online public relation activities.