Anandya, Dudi (2010): The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites. Published in: Proceeding of first JIIC , Vol. 1, No. 1 (16. April 2010)
Download (43kB) | Preview
The Internet has enabled people to connect to each other, regardless of time and space. This lead to a new phenomena, known as social networking through social network sites such Facebook, and Friendster. In social network sites members find new kinds of exchange, which is information exchange. Membership in many social network sites are free, which means that everyone is free to join or leave it. In that case social network providers must ensure that members keep using their site. Exchange has been known as subject matter in marketing. Exchange will lead to customer loyalty through value creation. This paper will show that exchange has direct impact to loyalty. The community based theory has been shown that if community members keep exchange activity, they will loyal to the community. The author will focus on friendship based communities such as Facebook.
|Item Type:||MPRA Paper|
|Original Title:||The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites.|
|English Title:||The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites.|
|Keywords:||Exchange, Value, Community, Social Network Site|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising|
|Depositing User:||Dudi Anandya|
|Date Deposited:||22. Sep 2010 23:17|
|Last Modified:||18. Feb 2013 22:00|
Algesheimer, René, Utpal M. Dholakia, Andreas Herrmann, (2005), The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, Vol 69 (July), 19-34.
Anderson, James C., David W. Gerbing, (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step ApproachPsychological Buletin, Vol 3 (3), 411-423.
Bagozzi, Richard P, (1975), Marketing as Exchange, Journal of Marketing, Vol. 39 (October), 32-39.
________________., (1979), Toward A Formal Theory of Marketing Exchange, Conceptual and Theoretical Developments in Marketing, O.C. Ferrel, Stephen W. Brown, and Charles, W. Lamb, Jr., eds, Chicago: American Marketing Association.
Dick, Alan S., Kunal Basu, (1994), Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of Academy of Marketing Science, Vol. 22, (2), 99-133.
Ferdinand, Tonnies, (1887), “ Cmmunity & Society”, Cambridge University Press, London.
Gruen,T.W., Talai O., & Andrew J.C., (2005) How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory , Journal of Marketing Theory, Vol 5 (1), 33-49.
_______________________________, (2006) eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty , Journal of Business Research, Vol 59, 449-456.
_______________________________, (2007) Customer to customer Exchange: Its MOA Antecendents and Its Impact on Value Creation and Loyalty, Journal of the Academy Marketing Science, Vol 35, 537-549.
Houston, F.S., & Gassenheimer, J.B. (1987), Marketing and Exchange, Journal of Marketing, Vol. 51 (4), 3-17.
Hunt, Shelby D., (1976), The Nature and Scope of Marketing, Journal of Marketing, Vol. 40 (July), 17-28.
Kotler,Phillip & Kevin Lane Keller, (2007), Marketing Management (International edition), Upper Saddle River, New Jersey: Prentice Hall.
Lin, Hsiu-Fen (2008), Determinants of successful virtual communities: Contributions from system characteristics and social factors, Information & Management xxx, 1-6.
Macoinis, John. L., (2006), Society The basics:, Prentice Hall, Singapore.
Muniz, A.M., Jr. and O’Guinn, T.C. (2001) Brand Community, Journal of Consumer Research 27 (March), 412–32.
Pandya, Anil, Nikhilesh Dholakia, (1992),An Institutional Theory of Exchange in Marketing, European Journal of Marketing, Vol. 26 (12), 19-41.
Pawitra, Teddy, (2009), Revitalisasi Makna Pertukaran Bagi Disiplin Pemasaran,Working Paper Special Interest Group, Fakultas Ekonomi Universitas Indonesia.
Rheingold, Howard, (1991), A Slice of Life in My Virtual community, October, 08, 2008, downloadable at http://www.nectec.or.th/net-guide/bigdummy/bdg_255.html
Sirdeshmukh, Deepak, Jagdip Singh, & Barry Sabol (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges, Journal of Marketing, 66 (January), 15-37.
Stern, Allen, (2006), How many social networking sites are there today?, October, 09, 2008, www.centernetworks.com/number-of-social-networking-sites.
Wasko, M., Mc Lure, & Faraj S, (2005), Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice, MIS Quarterly, Vol 29, No. 1, 35-37.
Wellman Barry & Milena Gulia (1999), Net Surfers Don’t Ride Alone, Virtual Communities as Communities in Communities and Cyberspace, New York, Routledge.
Wijanto, Setyo Hari, (2008),Structural Equation Modeling dengan Lisrel 8.8, Yogyakarta: Graha Ilmu.