How consumers become loyal fans on Facebook

Huang, Shiu-Li; Chen, Chieh-Ting

doi:10.1016/j.chb.2018.01.006

Cited by 39 publications

(34 citation statements)

References 29 publications

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“…Literature confirms these findings: when a brand is seen as trustworthy, customers tend to trust their personal information to the brand, increasing the chances of a long-term relationship (Berry, 1995;Rambalducci, Borinelli, & Oliveira, 2012). Our results also reinforce the finding from Mosteller and Poddar (2017) and Huang and Chen (2018). The first study confirmed the positive influence of trust in user engagement in social networks, a fundamental aspect in customer relationship developing.…”

Section: Resultssupporting

confidence: 90%

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Credibility, audacity and joy: Brand personalities that connect users to social media

Demo

Silva

Watanabe

et al. 2018

BAR, Braz. Adm. Rev.

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The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analyzed data through Structural Equation Modeling. As a result, brand personality dimensions Credibility, Audacity and Joy were found to be predictors of loyalty, the main aspect governing customer relationship perception. Credibility is the main predictor of customer loyalty, shedding light on network trustworthiness, user privacy and personal information safety, while Audacity indicates the power of innovation, and Joy points out the relevance of social networks' entertainment atmospheres. Together, these dimensions are strategic aspects to be considered in the development of relationships with users in the digital world. Our finding contributes to the body of knowledge interested in relationship marketing and its relation with strategy and sustainable competitive advantage. We also investigated social networks as brands, a topic of major impact in the development of a literature on the digital world. Lastly, the results serve as a source of information about social network user behavior, helping companies enhance their communication strategies and achieve customer loyalty.

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Section: Resultssupporting

confidence: 90%

“…The first study confirmed the positive influence of trust in user engagement in social networks, a fundamental aspect in customer relationship developing. In a more specific way, Huang and Chen (2018) confirmed there is a relation between consumer trust and loyalty on Facebook.…”

Section: Resultsmentioning

confidence: 82%

Credibility, audacity and joy: Brand personalities that connect users to social media

Demo

Silva

Watanabe

et al. 2018

BAR, Braz. Adm. Rev.

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show abstract

“…Having a sense of control over the user interface will directly affect use efficiency, and customizability is positively proportional to the user’s perceived ease of use, which can improve the user’s satisfaction [ 43 ]. The key to a better user experience and greater loyalty are a sense of accomplishment, self-fulfillment, belonging, fun, convenience, and better service [ 44 ]. Laugwitz et al established an evaluation questionnaire regarding user experience, including attractiveness, dependability, stimulation, perspicuity, efficiency, and novelty [ 45 ].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Important Factors Affecting User Experience Design and Satisfaction of a Mobile Health App—A Case Study of Daily Yoga App

Huang

2020

IJERPH

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In recent years, mobile health (mHealth) has gained popularity. Yoga apps help users to exercise at home and improve their health. It is worth discussing how to give yogis a better experience and higher satisfaction to improve their willingness to keep using yoga apps. In this study, the Daily Yoga app was selected as the research object to explore important factors related to its user experience design and user satisfaction. Through a literature review and Delphi method composed of eight experts, this study put forward the important criteria framework of user experience design for the Daily Yoga app and then, used the DEMATEL (Decision Making and Trial Evaluation Laboratory)-based ANP (Analytic Network Process) method to determine the factors’ importance order and the causal relationships among them. Finally, combined with the results of an importance–performance analysis of 16 real users, we discuss the improvement measures. The research results show that the yoga class is the most critical factor in the user experience design of the Daily Yoga app, the target plan is a factor that is in great need of improvement, and having an attractive interface can improve user experience. The evaluation model of the study can act as a reference for improving user experience with the Daily Yoga app, and can also be widely used in the process of user experience design, questionnaire production, and evaluation optimization of mHealth app and related applications.

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“…It has been reported that consumers do seek online communities' active engagement to enhance their knowledge base about certain products of interest (Hsu & Huang, 2011). Moreover, social media users who believe that some learning targets were achieved through using social media are inclined to continue using these platforms for future knowledge gains regarding products and services (Huang & Chen, 2018).…”

Section: Product Learningmentioning

confidence: 99%

Customer interactions on social media and their impact on trust and loyalty: the moderating role of product learning

Esenyel¹,

Girgen²

2019

10.5267/j.msl

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This research examines the customer engagement on social media platforms in the tourism industry and its effect on customer loyalty through the mediated effect of customer trust. Furthermore, the moderating role of product learning is investigated on the hypothesized relationships. Data was collected from guests in 5 stars hotels in Kyrenia region in Northern Cyprus. In this study, out of the 459 collected surveys, only 419 were analyzed due to missing or incomplete data. The analysis conducted here followed the two step approach for structure equations modelling. Firstly, a confirmatory factor analysis was appraised to prepare data for structural model. Then the structural model helped shape our direct hypothesis testing, before analyzing the mediating and moderating impacts. The data provided evidence to link customer interactions on social media with trust and loyalty (Hypotheses 1-3) while trust revealed a mediating effect between interaction and loyalty. Finally, product learning did have an empowering impact on the relationship between interaction and trust.

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How consumers become loyal fans on Facebook

Cited by 39 publications

References 29 publications

Credibility, audacity and joy: Brand personalities that connect users to social media

Credibility, audacity and joy: Brand personalities that connect users to social media

Important Factors Affecting User Experience Design and Satisfaction of a Mobile Health App—A Case Study of Daily Yoga App

Customer interactions on social media and their impact on trust and loyalty: the moderating role of product learning

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