Developing User Loyalty for Social Networking Sites: a Relational Perspective

Existing literature on the continued use and loyalty for social networking sites (SNSs) has mostly employed traditional information systems (IS) models (e.g., expectation–confirmation model of IS continuance) and has largely focused on individual difference factors (e.g., motivations and beliefs). Consequently, our understanding of the factors influencing users’ continuance intention and loyalty remains incomplete, and extant studies are limited in offering specific and directly actionable guidance for SNS operators. Given the limitations present in existing literature, this study adopts a user-centric relational perspective to propose and empirically examine a theoretical model comprising user-to-user social influence, operator-to-user relational bonds, and satisfaction as antecedents of SNS user loyalty. Results based on survey data collected from 289 SNS users in China suggest that the relational antecedents either directly or indirectly influence SNS user loyalty to different extents. Theoretical and managerial implications along with suggestions for future research are then presented.