The role of social and parasocial relationships on social networking sites loyalty

作者：

Highlights：

• The effect of social and parasocial relationships in loyalty to SNSs is examined.

• The model was tested by SEM with data from a convenience sample of 320.

• Social relations are directly influencing consumers’ loyalty to SNSs.

• Parasocial relationships precedes social in SNSs which it turn lead to loyalty.

摘要

•The effect of social and parasocial relationships in loyalty to SNSs is examined.•The model was tested by SEM with data from a convenience sample of 320.•Social relations are directly influencing consumers’ loyalty to SNSs.•Parasocial relationships precedes social in SNSs which it turn lead to loyalty.

论文关键词：Parasocial behavior,Social behavior,Social networking sites,Identification,Engagement,Loyalty

论文评审过程：Available online 21 February 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.01.064