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The Role of Demographics in Predicting e- Loyalty in Social Network Websites

Anil Bilgihan, Khaldoon “Khal” Nusair, Milos Bujisic

Abstract


Although there is a considerable amount of research on loyalty in ecommerce
settings, the number of studies that have examined loyalty
behavior in social networking websites is scarce. Loyalty is an essential
construct for social networking websites as the users generate the content in
the website. The competitive scene of social networking websites created
the critical issue of user loyalty. This research investigated the impact of
demographic characteristics to e-loyalty in social networking websites. An
online questionnaire was sent to a systematic sample of 500 participants.
Study findings highlight that the most important demographic determinant of
social networking website loyalty is income. On the other hand, gender has
no significant impact to the loyalty. Based on findings, management of social
networking websites can develop different strategies that foster loyalty for
different demographic segments.
Keywords: Social Networking Websites, e-Loyalty, Demographics,
Gender, Customer Retention





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