Logo
Munich Personal RePEc Archive

The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites.

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)

[thumbnail of MPRA_paper_25277.pdf]
Preview
PDF
MPRA_paper_25277.pdf

Download (43kB) | Preview

Abstract

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.

Atom RSS 1.0 RSS 2.0

Contact us: mpra@ub.uni-muenchen.de

This repository has been built using EPrints software.

MPRA is a RePEc service hosted by Logo of the University Library LMU Munich.