E-resources
Peer reviewed
-
Zhang, Kem Z.K.; Benyoucef, Morad; Zhao, Sesia J.
Electronic commerce research and applications, January-February 2016, 2016-01-00, 20160101, Volume: 15Journal Article
•We examine brand loyalty building on companies’ brand pages in social commerce.•We propose that brand loyalty is primarily determined by relationship quality.•Three types of factors are proposed as the key antecedents of relationship quality.•Among the antecedents, self-congruence demonstrates the strongest influence. 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.
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.