IDEAS home Printed from https://ideas.repec.org/a/bit/bsrysr/v12y2021i1p216-227n11.html
   My bibliography  Save this article

Does the “Like” Habit of Social Networking Services Lower the Psychological Barriers to Recommendation Intention in Surveys?

Author

Listed:
  • Kato Takumi

    (Graduate School of Humanities and Social Sciences, Saitama University, Japan)

Abstract

Background: Companies often measure their customers’ recommendation intention using the loyalty index based on the idea that a customer who has high loyalty and is committed to a brand has the confidence to recommend it to others. The psychological barrier is higher for recommendation intention, which may influence the behavior of others than for satisfaction on an individual level. However, the action of recommending has become commonplace due to the spread of social networking services (SNS). Pushing the “like” button for posts by family, friends, and co-workers has become an ingrained practice for consumers. Therefore, it is thought that “like” habits in SNS may lower the psychological barriers to the recommendation.

Suggested Citation

  • Kato Takumi, 2021. "Does the “Like” Habit of Social Networking Services Lower the Psychological Barriers to Recommendation Intention in Surveys?," Business Systems Research, Sciendo, vol. 12(1), pages 216-227, May.
    • Handle: RePEc:bit:bsrysr:v:12:y:2021:i:1:p:216-227:n:11
    DOI: 10.2478/bsrj-2021-0014
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/bsrj-2021-0014
    Download Restriction: no
    File URL: https://libkey.io/10.2478/bsrj-2021-0014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Takumi Kato, 2019. "Loyalty management in durable consumer goods: trends in the influence of recommendation intention on repurchase intention by time after purchase," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 76-83, June.
    2. Khalilzadeh, Jalayer & Tasci, Asli D.A., 2017. "Large sample size, significance level, and the effect size: Solutions to perils of using big data for academic research," Tourism Management, Elsevier, vol. 62(C), pages 89-96.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Philipp Wassler & Giacomo Del Chiappa & Thi Hong Hai Nguyen & Giancarlo Fedeli & Nigel L. Williams, 2022. "Increasing vaccination intention in pandemic times: a social marketing perspective," Italian Journal of Marketing, Springer, vol. 2022(1), pages 37-58, March.
    2. Ladan Ghahramani & Jalayer Khalilzadeh & Birendra KC, 2018. "Tour guides’ communication ecosystems: an inferential social network analysis approach," Information Technology & Tourism, Springer, vol. 20(1), pages 103-130, December.
    3. Mohammed Iqbal Al-Ajlouni & Sahem Nawafleh & Hiba Alsari & Mohammad Nassar Almarshad & Rami Tbaishat, 2020. "Determinants of User Acceptance of Electronic-HRM through the Extension of UTAUT Model via the Structural Equation Modelling Approach," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-23, January.
    4. Takumi Kato & Nobu Takenaka & Rie Ito & Kazuki Nishiguchi, 2023. "Selection versus scale: Loyalty indices for brand management," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 836-853, December.
    5. Arenas-Márquez, F.J. & Martínez-Torres, M.R. & Toral, S.L., 2021. "How can trustworthy influencers be identified in electronic word-of-mouth communities?," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    6. Ling Ling & Timothy Webb & Zvi Schwartz, 2022. "Risk information and markdowns-induced incentives to participate in hotel room resale schemes," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(4), pages 418-430, August.
    7. Claire E. Robertson & Nicolas Pröllochs & Kaoru Schwarzenegger & Philip Pärnamets & Jay J. Bavel & Stefan Feuerriegel, 2023. "Negativity drives online news consumption," Nature Human Behaviour, Nature, vol. 7(5), pages 812-822, May.
    8. Jacobs, Nele & Swoboda, Bernhard, 2023. "The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness," International Business Review, Elsevier, vol. 32(5).
    9. Pan, Yu & He, Sylvia Y., 2023. "An investigation into the impact of the built environment on the travel mobility gap using mobile phone data," Journal of Transport Geography, Elsevier, vol. 108(C).
    10. Diekmann, Anya & Vincent, Martin & Bauthier, Isabelle, 2020. "The holiday practices of seniors and their implications for social tourism: A Wallonian perspective," Annals of Tourism Research, Elsevier, vol. 85(C).
    11. Salim, Taghreed Abu & El Barachi, May & Mohamed, Ahmed Alfatih D. & Halstead, Susanne & Babreak, Nasser, 2022. "The mediator and moderator roles of perceived cost on the relationship between organizational readiness and the intention to adopt blockchain technology," Technology in Society, Elsevier, vol. 71(C).
    12. Zimmer, Lukas & Swoboda, Bernhard, 2023. "Perceived corporate social responsibility effects across nations – The role of national institutions," International Business Review, Elsevier, vol. 32(3).
    13. Momeni, Fakhri & Karimi, Fariba & Mayr, Philipp & Peters, Isabella & Dietze, Stefan, 2022. "The many facets of academic mobility and its impact on scholars' career," Journal of Informetrics, Elsevier, vol. 16(2).
    14. Ying Zhou & Sameer Kumar & Fumitaka Furuoka, 2024. "Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    15. Graciola, Ana Paula & De Toni, Deonir & Milan, Gabriel Sperandio & Eberle, Luciene, 2020. "Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Khalilzadeh, Jalayer, 2018. "Demonstration of exponential random graph models in tourism studies: Is tourism a means of global peace or the bottom line?," Annals of Tourism Research, Elsevier, vol. 69(C), pages 31-41.
    17. Mehdi Khademi Gerashi & Farbod Fakhreddin, 2021. "Influence of emotions on purchase loyalty among child consumers: the moderating role of family communication patterns," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 298-310, December.
    18. Hussain, Ali & Abid, Muhammad Farrukh & Shamim, Amjad & Ting, Ding Hooi & Toha, Md Abu, 2023. "Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    19. Aston, Laura & Currie, Graham & Kamruzzaman, Md. & Delbosc, Alexa & Fournier, Nicholas & Teller, David, 2020. "Addressing transit mode location bias in built environment-transit mode use research," Journal of Transport Geography, Elsevier, vol. 87(C).
    20. Takumi Kato, 2023. "Paralysis by Inertia “Like†Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys," SAGE Open, , vol. 13(2), pages 21582440231, May.

    More about this item

    Keywords

    customer relationship management; loyalty; customer survey; social networking services;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bit:bsrysr:v:12:y:2021:i:1:p:216-227:n:11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.