Hajiheydari, N., Maskan, B.H.H. and Ashkani, M. (2017) Factors affecting loyalty of mobile social networks' users. International Journal of E-Business Research, 13 (1). 4. pp. 66-81. ISSN 1548-1131
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 IGI Global. Reproduced in accordance with the publisher's self-archiving policy. |
Keywords: | Attitude; Loyalty; Mobile Social Network; Satisfaction; Trust |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 31 Jul 2019 11:05 |
Last Modified: | 02 Aug 2019 16:25 |
Status: | Published |
Publisher: | IGI Global |
Refereed: | Yes |
Identification Number: | 10.4018/ijebr.2017010104 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:149093 |