From liking to loyalty: the impact of network affinity in the social media digital space

Building on existing models and social influence theory, we propose a hybrid social network affinity model which focuses on developing lasting relationships between consumers and social networking firms. Our model incorporates both rational and social influence motivations as antecedents to satisfaction and loyalty. Based on 352 adult respondents, we utilize a partial least squares structural equation method, and find that social network affinity is an important predictor of satisfaction and loyalty within a social network. In addition to other implications, our study indicates that social networking firms must build a sense of belonging, encourage interactivity, and offer ways to develop an emotional connection for their consumers.