Factors Influencing Social Networking Website Loyalty
This study draws from established bases of research in marketing and Information Systems (IS) to develop an integrated model of user loyalty antecedents to Social Networking (SN) sites. The findings suggest that two general (satisfaction and switching costs) and two context specific (trusting beliefs and habit) variables account for substantial proportion of the variance in user loyalty. Based on the findings, strategies to help SN site develop user loyalty are proposed.
Cited References Fulltext