The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites
AbstractThe Internet has enabled people to connect to each other, regardless of time and space. This lead to a new phenomena, known as social networking through social network sites such Facebook, and Friendster. In social network sites members find new kinds of exchange, which is information exchange. Membership in many social network sites are free, which means that everyone is free to join or leave it. In that case social network providers must ensure that members keep using their site. Exchange has been known as subject matter in marketing. Exchange will lead to customer loyalty through value creation. This paper will show that exchange has direct impact to loyalty. The community based theory has been shown that if community members keep exchange activity, they will loyal to the community. The author will focus on friendship based communities such as Facebook.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 25277.
Date of creation: 16 Apr 2010
Date of revision:
Exchange; Value; Community; Social Network Site;
Find related papers by JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-10-02 (All new papers)
- NEP-ICT-2010-10-02 (Information & Communication Technologies)
- NEP-MKT-2010-10-02 (Marketing)
- NEP-NET-2010-10-02 (Network Economics)
- NEP-SOC-2010-10-02 (Social Norms & Social Capital)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(4), pages 412-32, March.
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