The Role of Online Community Engagement and Self-Categorization in Building Customer Loyalty on Social Networking Sites: A Mediating Effect of Electronic Satisfaction

Abstract

The objective of this research was to study the relationship between customer loyalty on social networks sites, online community engagement, self-categorization, and satisfaction with online shopping. The researchers applied the quantitative method to 599 customers who bought products from social network business and analyzed in terms of frequency, and structural equation model (SEM) analysis by AMOS program. The results showed that our data explained the model very well whereby customer loyalty on social networks sites was driven by online community engagement, self-categorization, and satisfaction with online shopping. Our findings could help entrepreneurs to understand the importance of online community engagement, self-categorization, and satisfaction in online shopping as partial mediation effect which directly influence to customer loyalty on social networks sites.