Key drivers of consumer loyalty to Facebook fan pages

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dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Martí Parreño, José
dc.contributor.author Sanz Blas, Silvia
dc.date.accessioned 2014-11-05T16:06:59Z
dc.date.available 2014-11-05T16:06:59Z
dc.date.issued 2014 spa
dc.identifier.citation Ruiz-Mafé, C., Martí-Parreño, J., & Sanz-Blas, S. (2014). Key drivers of consumer loyalty to Facebook fan pages. Online Information Review, 38(3), 362-380. spa
dc.identifier.issn 14684527 spa
dc.identifier.uri http://hdl.handle.net/11268/3689
dc.description.abstract With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of affective links and long-term relationships with users. The impact of trust, fan page content dependency, attitude and consumer beliefs on loyalty to fan pages was tested through structural equation modelling techniques. The sample consisted of 691 Spanish Facebook users. Data analysis shows that attitude appears as a key variable in increasing loyalty to fan pages. The empirical study also found a significant positive influence of perceived usefulness, attitude, trust and dependency on loyalty in fan pages, and an indirect influence of perceived ease of use mediated by perceived usefulness and attitude. spa
dc.language.iso eng spa
dc.title Key drivers of consumer loyalty to Facebook fan pages spa
dc.type article spa
dc.description.impact 0.918 JCR (2014) Q3, 80/139 Computer science, information systems spa
dc.identifier.doi 10.1108/OIR-05-2013-0101 spa
dc.rights.accessRights openAccess spa
dc.subject.uem Consumidores - Conducta spa
dc.subject.unesco Información y comunicación spa
dc.description.filiation UEV spa
dc.peerreviewed Si spa

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