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Factors Affecting Loyalty of Mobile Social Networks' Users

Author

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  • Nastaran Hajiheydari

    (Faculty of Management, University of Tehran, Tehran, Iran)

  • Babak Hazaveh Hesar Maskan

    (University of Tehran, Tehran, Iran)

  • Mahdi Ashkani

    (University of Tehran, Tehran, Iran)

Abstract

Increasing world-wide trends of using mobile social networks and the rise of competition between different social applications makes it essential for social network providers and marketers to identify the key factors leading to user loyalty. The purpose of this paper is to identify the key factors that affect the loyalty of mobile social networks users. The proposed model was tested through structural equation modeling techniques and an online survey. The sample consisted of 388 mobile social networks users in Iran. The results indicate that sociability, entertainment and fashion are primary drivers of attitude toward a mobile social network. The results also show the significant role of attitude and satisfaction on consumer loyalty. This study helps both marketers and mobile social network providers know the key drivers of customer loyalty in order to tailor their marketing efforts and communication strategies.

Suggested Citation

  • Nastaran Hajiheydari & Babak Hazaveh Hesar Maskan & Mahdi Ashkani, 2017. "Factors Affecting Loyalty of Mobile Social Networks' Users," International Journal of E-Business Research (IJEBR), IGI Global, vol. 13(1), pages 66-81, January.
    • Handle: RePEc:igg:jebr00:v:13:y:2017:i:1:p:66-81
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