The Role of Information Quality and Web Usability on Consumers’ Loyalty to the Firms on Social Networks

Due to the increasing number of users and powerful web-based tools available today on social networks such as Facebook, several companies are focusing on the marketing opportunities social media can provide. In fact, the presence on a social network such as Facebook provides the firm with a mechanism for gathering consumer information quickly on a wider population segment. This paper investigates the influence social networks have on consumer loyalty, in order to deeply understand the firm’s presence on facebook/consumer’s loyalty linkage and address insights useful for developing new efficient strategies based on the online channel. The data was collected from 116 Facebook users and analyzed using the Structural Equation Modelling (SEM). A direct relation between firm’s presence on the social network and consumer’ loyalty toward the firm emerges