Relationship Quality and Attachment in Online Environments

This study analyses the role played by diverse variables which ordinarily affect the quality of relationships on the Internet, extending the scope of application to the blogs. This analysis also focuses on attachment as an additional element in the quality of relationships. To do this, we selected a sample of political blogs. The results obtained verify the usual behaviour of the quality of relationships but, above all, they indicate significantly that attachment exercises a considerable influence on satisfaction and commitment but not on trust, and it is one of the variables that best explain commitment. In other words, if we try to explain how commitments are developed in what we call "human brands" in the political environments of the Internet, it is fundamental to see the role played by attachment, both indirectly and mediated by satisfaction. This has consequences on how to manage political action on the Internet