Understanding loyalty towards Facebook and the mediating role of trust: an expectation confirmation theory perspective

Sunil Hazari

International Journal of Electronic Marketing and Retailing, 2024, vol. 15, issue 3, 261-287

Abstract: Facebook is the dominant social media network widely used by individuals and businesses for communication and commerce. Despite controversial issues such as data privacy and misinformation, users and businesses have remained loyal to Facebook. Other niche social networks have managed to gain market share from Facebook by providing better technology and more relevant content to users. The purpose of this research was to investigate determinants of social media loyalty, which include engagement, satisfaction, value, and the mediating role of trust on loyalty for Facebook users. This study used a multi-generational sample of 400 Facebook users. A conceptual model was developed using the theoretical lens of expectation confirmation theory to understand Facebook loyalty and related constructs. Structured equation modelling was used to test the research hypotheses. Results showed a significant relationship between satisfaction and trust but did not show a relationship between trust and loyalty. However, it was found that trust mediated the relationship between Facebook experience and loyalty. The study extends the expectation confirmation theory using the context of Facebook. It provides researchers and marketers with theoretical and practical insights to better understand how loyalty is impacted by engagement, satisfaction, value, and trust.

Keywords: Facebook marketing; social media; user experience; loyalty; trust; engagement. (search for similar items in EconPapers)
Date: 2024
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