Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction

Rafael Currás‐Pérez (Department of Marketing, University of Valencia, Valencia, Spain)
Carla Ruiz‐Mafé (Department of Marketing, University of Valencia, Valencia, Spain)
Silvia Sanz‐Blas (Department of Marketing, University of Valencia, Valencia, Spain)

Online Information Review

ISSN: 1468-4527

Publication date: 15 February 2013

Abstract

Purpose

The aim of this paper is to analyse the determinants of social networking site loyalty, paying special attention to the roles of user attitude, perceived risk and satisfaction.

Design/methodology/approach

The impact of uses and gratifications of social networking sites, attitude, perceived risks and satisfaction on social networking site loyalty is tested through structural equation modelling techniques. The sample consisted of 811 Spanish social networking site users collected through a personal survey. Risk is measured as a formative construct.

Findings

Data analysis shows that attitude is a key variable in increasing satisfaction and loyalty towards social networking sites. Sociability and entertainment gratifications and perceived risks (psychological, time loss and social) are the main drivers of user attitude towards social networking sites.

Practical implications

This research enables managers to know what aspects to highlight in their communication strategies to increase social networking site use and positive word‐of‐mouth. The research findings show managers that social networking site content should provide fun and foster user interactions in order to improve user attitude. Practical recommendations to increase social networking site satisfaction and loyalty and guidelines to reduce perceived risk dimensions are also provided.

Originality/value

Despite the importance of social networking sites for companies, only limited work has been done to identify motivators and barriers of social networking site loyalty. This work aims to combine the influence of gratifications provided by social networking sites, perceived risks, attitude and satisfaction in order to construct an improved model for social networking site loyalty formation. Furthermore risk is measured as a formative construct because there is no reason to expect that risk dimensions in social networking site use are correlated.

Keywords

Citation

Currás‐Pérez, R., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2013), "Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction", Online Information Review, Vol. 37 No. 1, pp. 61-82. https://doi.org/10.1108/14684521311311630

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.