The Role of Information Quality and Web Usability on Consumers’ Loyalty to the Firms on Social Networks

Posted: 10 Aug 2011

See all articles by Angelo A Camillo, PhD

Angelo A Camillo, PhD

Sonoma State University - School of Business and Economics

Loredana Di Pietro

University of Molise

Eleonora Pantano

Università degli Studi della Calabria

Date Written: August 10, 2011

Abstract

Due to the increasing number of users and powerful web-based tools available today on social networks such as Facebook, several companies are focusing on the marketing opportunities social media can provide. In fact, the presence on a social network such as Facebook provides the firm with a mechanism for gathering consumer information quickly on a wider population segment. This paper investigates the influence social networks have on consumer loyalty, in order to deeply understand the firm’s presence on facebook/consumer’s loyalty linkage and address insights useful for developing new efficient strategies based on the online channel. The data was collected from 116 Facebook users and analyzed using the Structural Equation Modelling (SEM). A direct relation between firm’s presence on the social network and consumer’ loyalty toward the firm emerges.

Keywords: social network, quality of information, web usability, consumer loyalty, consumer satisfaction

JEL Classification: L11

Suggested Citation

Camillo, Angelo A. and Di Pietro, Loredana and Pantano, Eleonora, The Role of Information Quality and Web Usability on Consumers’ Loyalty to the Firms on Social Networks (August 10, 2011). Available at SSRN: https://ssrn.com/abstract=1907604

Angelo A. Camillo (Contact Author)

Sonoma State University - School of Business and Economics ( email )

1801 East Cotati Ave.
Rohnert Park, CA 94928
United States
+17076642910 (Phone)

HOME PAGE: http://web.sonoma.edu/sbe/

Loredana Di Pietro

University of Molise ( email )

Via de Sanctis
86100 Campobasso
Italy
00390874404460 (Phone)
00390874418924 (Fax)

Eleonora Pantano

Università degli Studi della Calabria ( email )

Ponte Bucci, Cubo 3C
Rende, Cosenza 87036
Italy

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