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The usage time of social media as a predictor of customer loyalty

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dc.contributor.authorDávila Espuela, Nelida
dc.contributor.authorReina Paz, María Dolores
dc.contributor.authorErro Garcés, Amaya
dc.date.accessioned2025-01-28T11:05:34Z
dc.date.available2025-01-28T11:05:34Z
dc.date.issued2024-08-24
dc.descriptionThe registered version of this article, first published in “Current Psychology 43, 28694-28708", is available online at the publisher's website: Springer, https://doi.org/10.1007/s12144-024-06399-2
dc.descriptionLa versión registrada de este artículo, publicado por primera vez en “Current Psychology 43, 28694-28708", está disponible en línea en el sitio web del editor: Springer, https://doi.org/10.1007/s12144-024-06399-2
dc.description.abstractThis paper aims to shed light on the potential influence of daily usage time of social media on customer loyalty through social media. The main objective is to identify, on the one hand, possible generational differences regarding usage time and, on the other, what characteristics of social media posts impacting loyal customer outcomes are most affected by usage time. To this end, after an exhaustive review of the current state of the art, an online survey was conducted in the last quarter of 2022 with a sample of 485 individuals to assess their opinions and intentions toward different types of social media posts. Attitudinal responses were collected for 12 study variables, and an independence test and a series of regressions were conducted to validate the hypotheses. The results indicate that there are indeed generational differences in social media usage time. Additionally, it was observed that usage time is a significant predictor of social media loyalty in general and, specifically, for loyalty created through posts with relevant content, campaigns with incentives, and popular content among friends. Among the conclusions of this study is the applicability to the business sector, regarding the various considerations that companies should take into account based on their communication objectives and the target user profile, as well as the type of social media posts they should consider.en
dc.description.versionversión publicada
dc.identifier.citationDávila Espuela, N., Reina Paz, M. D., & Erro-Garcés, A. (2024). The usage time of social media as a predictor of customer loyalty. Current Psychology 43, 28694-28708. https://doi.org/10.1007/S12144-024-06399-2
dc.identifier.doihttps://doi.org/10.1007/s12144-024-06399-2
dc.identifier.issn1046-1310 | eISSN 1936-4733
dc.identifier.urihttps://hdl.handle.net/20.500.14468/25584
dc.journal.titleCurrent Psychology
dc.journal.volume43
dc.language.isoen
dc.page.final28709
dc.page.initial28694
dc.publisherSpringer
dc.relation.centerFacultades y escuelas::Facultad de Ciencias Económicas y Empresariales
dc.relation.departmentEconomía de la Empresa y Contabilidad
dc.rightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
dc.subject53 Ciencias Económicas
dc.subject61 Psicología
dc.subject.keywordsUsage timeen
dc.subject.keywordsSocial mediaen
dc.subject.keywordsLoyaltyen
dc.subject.keywordsGenerationsen
dc.titleThe usage time of social media as a predictor of customer loyaltyen
dc.typepresentación de congresoes
dc.typeconference presentationen
dspace.entity.typePublication
relation.isAuthorOfPublication142d2f9c-6dfe-4786-b460-8ee7c58afd03
relation.isAuthorOfPublicationcf83beae-3717-45a3-9217-1a8540232c5e
relation.isAuthorOfPublication.latestForDiscovery142d2f9c-6dfe-4786-b460-8ee7c58afd03
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