Building brand loyalty in social commerce: The case of brand microblogs

作者:

Highlights:

• We examine brand loyalty building on companies’ brand pages in social commerce.

• We propose that brand loyalty is primarily determined by relationship quality.

• Three types of factors are proposed as the key antecedents of relationship quality.

• Among the antecedents, self-congruence demonstrates the strongest influence.

摘要

•We examine brand loyalty building on companies’ brand pages in social commerce.•We propose that brand loyalty is primarily determined by relationship quality.•Three types of factors are proposed as the key antecedents of relationship quality.•Among the antecedents, self-congruence demonstrates the strongest influence.

论文关键词:Social commerce,Brand loyalty,Relationship quality,Social networking site,Microblog

论文评审过程:Received 27 April 2015, Revised 28 November 2015, Accepted 5 December 2015, Available online 12 December 2015, Version of Record 23 December 2015.

论文官网地址:https://doi.org/10.1016/j.elerap.2015.12.001