Brand interactions and social media: Enhancing user loyalty through social networking sites
作者：
Highlights：
• The paper aims to investigate how user loyalty can be achieved through social networking sites.
• We test the relationships between brands, user loyalty and social media.
• In our data, majority of the social network users follow brand fan pages via social media.
• We also measure users’ behavioral loyalty and attitudinal loyalty.
• Brands and customer satisfaction are positively related to users’ behavioral loyalty.
摘要
•The paper aims to investigate how user loyalty can be achieved through social networking sites.•We test the relationships between brands, user loyalty and social media.•In our data, majority of the social network users follow brand fan pages via social media.•We also measure users’ behavioral loyalty and attitudinal loyalty.•Brands and customer satisfaction are positively related to users’ behavioral loyalty.
论文关键词：Online relationship management,Behavioral loyalty,Attitudinal loyalty,Brand,Social networking websites
论文评审过程：Received 11 November 2015, Revised 18 March 2016, Accepted 28 April 2016, Available online 11 May 2016, Version of Record 11 May 2016.
论文官网地址：https://doi.org/10.1016/j.chb.2016.04.042
