Publicación: Social networks and customer loyalty: review of loyalty keys and main social networks publications’ characteristics
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Fecha
2023-10-20
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info:eu-repo/semantics/openAccess
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Frontiers
Resumen
The aim of this work is to shed light on the characteristics and relationship between customer loyalty and publications by the companies on social networks; it has been undertaken with the aid of an exhaustive review of previous studies from 1994 up to the present time. The purpose of the research is to generate a model that can tackle the practical characteristics of the publications on social networks to encourage loyalty. With a view to this, a model is developed that is an extension of the traditional “Four Stage Loyalty Model” based on other constructions of the same model, and combined with the characteristics of social networks publications defined in earlier literature. This reflexive approach is particularly important here due to the fact that companies have to be closer to customers’ requirements and customers have the option to choose from which type of communication they wish to be the object.
Descripción
The registered version of this article, first published in “Frontiers in Psychology, 14", is available online at the publisher's website: Frontiers, https://doi.org/10.3389/fpsyg.2023.1286445
La versión registrada de este artículo, publicado por primera vez en “Frontiers in Psychology, 14", está disponible en línea en el sitio web del editor: Frontiers, https://doi.org/10.3389/fpsyg.2023.1286445
La versión registrada de este artículo, publicado por primera vez en “Frontiers in Psychology, 14", está disponible en línea en el sitio web del editor: Frontiers, https://doi.org/10.3389/fpsyg.2023.1286445
Categorías UNESCO
Palabras clave
loyalty, social network, social network characteristics, loyalty model, customer loyalty, brand
Citación
Espuela, N. D., Paz, M. D. R., & Sevilla, C. S. (2023). Social networks and customer loyalty: review of loyalty keys and main social networks publications’ characteristics. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1286445
Centro
Facultades y escuelas::Facultad de Ciencias Económicas y Empresariales
Departamento
Economía de la Empresa y Contabilidad